The pressing need for YourSurprise, a global e-commerce business that specializes in personalized gifts, to broaden its SEO linkbuilding approach is addressed by this research. The study identifies a significant over-reliance on guest blogging, which currently accounts for 97.6% of the 2024 backlink …

In an era of information overload, relevance is key. Even more so in the physical store, where consumers are in a ‘shopping state of mind’ (Shankar et al., 2010), and where still a significant proportion of all purchase decisions is being made. Relevance can be achieved by filtering information and targeting …