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Search engine optimization: The long-term strategy of keyword choice

Anett Erdmann, Ramón Arilla and José M. Ponzoa

Journal of Business Research, 2022, vol. 144, issue C, 650-662

Abstract: In digital marketing planning, keyword choice for search engine positioning is crucial for customer attraction, and the associated investment is an increasingly relevant part of the marketing budget. To what extent is it possible to optimize over time the resources allocated to positioning a brand on search engines? Often keyword costs are understood as monetary costs and the literature on keyword auctions suggests convergence towards a long-run equilibrium expenditure path. However, search engine optimization techniques, associated with implicit costs, have mainly focused on the short run. This paper suggests drawing long-term inferences from estimated cost per click, as the economic cost of organic keywords.

Keywords: Digital marketing; Search engine optimization; Keywords cost; Branded queries; Long-run convergence. (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1016/j.jbusres.2022.01.065

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