The role of search engine optimization in search marketing

Marketing Science

Volumn 32, Issue 4, 2013, Pages 644-651

  Berman, Ron ^a   Katona, Zsolt ^a  

^a UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Electronic commerce; Marketing contests; Search engine marketing

Indexed keywords

EID: 84880938202     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.2013.0783     Document Type: Article

References (15)

1. Athey S, Ellison G (2011) Position auctions with consumer search. Quart. J. Econom. 126(3):1213-1270.
2. Chen Y, He C (2011) Paid placement: Advertising and search on the Internet. Econom. J. 121(556):309-328.
3. Econsultancy (2010) State of search engine marketing report 2010 (in association with SEMPO). Report, Econsultancy, New York.
4. Ghose A, Yang S (2009) An empirical analysis of search engine advertising: Sponsored search in electronic markets. Management Sci. 55(10):1605-1622.
5. Katona Z, Sarvary M (2010) The race for sponsored links: Bidding patterns for search advertising. Marketing Sci. 29(2):199-215.
6. Rutz OJ, Bucklin RE (2007) A model of individual keyword performance in paid search advertising. Working paper, Yale School of Management, New Haven, CT. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1024765.
7. Segal D (2011) The dirty little secrets of search. New York Times (February 12) http://www.nytimes.com/2011/02/13/business/13search.html.
8. Sen R (2005) Optimal search engine marketing strategy. Internat. J. Electron. Commerce 10(1):9-25.
9. Taylor G (2013) Search quality and revenue cannibalisation by competing search engines. J. Econom. Management Strategy 22(3). Forthcoming.
10. VanBoskirk S (2009) US interactive marketing forecast, 2009 to 2014. Report, Forrester Research, Cambridge, MA.
11. White A (2013) Search engines: Left side quality versus right side profits. Working paper, School of Economics and Management, Tsinghua University, Beijing.
12. Xing B, Lin Z (2006) The impact of search engine optimization on online advertising market. ICEC '06: Proc. 8th Internat. Conf. Electronic Commerce (ACM, New York), 519-529.
13. Xu L, Chen J, Whinston AB (2011) Price competition and endogenous valuation in search advertising. J. Marketing Res. 48(3): 566-586.
14. Xu L, Chen J, Whinston A (2012) Effects of the presence of organic listing in search advertising. Inform. Systems Res. 23(4): 1284-1302.
15. Yang S, Ghose A (2010) Analyzing the relationship between organic and sponsored search advertising: Positive, negative, or zero interdependence? Marketing Sci. 29(4):602-623.