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The impact of search engine optimization on online advertising market

Authors:

Zhangxi LinAuthors Info & Claims

ICEC '06: Proceedings of the 8th international conference on Electronic commerce: The new e-commerce: innovations for conquering current barriers, obstacles and limitations to conducting successful business on the internet

Pages 519 - 529

https://doi.org/10.1145/1151454.1151531

Published: 13 August 2006 Publication History

Abstract

Online advertising market is becoming a popular area of academic research. Among other types of advertising, search engine advertising is leading the growth in terms of revenue. In general, there are two types of search engine advertising: paid placement and search engine optimization (SEO). This study aims to analyze the condition under which SEO exist and further, its impact on the advertising market. With an analytical model, several interesting insights are generated. The results of the study fill the gap of SEO in academic research and help managers in online advertising make informed advertising decisions.

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Cited By

Singh SGupta SKumar SGupta BAlhalabi WArya VZhang J(2024)A novel Cumulative Indicator score using Indicator averaging for optimizing local business websites of enterprise systemsEnterprise Information Systems10.1080/17517575.2023.230165818:2Online publication date: 17-Jan-2024
https://doi.org/10.1080/17517575.2023.2301658
Cho YLee DPark I(2022)Comparison of Media Company Performance Efficiency Based on the Search Engine’s Method of Providing News Content (External Links vs. Internal Links)Applied Sciences10.3390/app12231232712:23(12327)Online publication date: 2-Dec-2022
https://doi.org/10.3390/app122312327
Nam K(2022)Conversion paths of online consumers: A sequential pattern mining approachExpert Systems with Applications10.1016/j.eswa.2022.117253202(117253)Online publication date: Sep-2022
https://doi.org/10.1016/j.eswa.2022.117253
Show More Cited By

Index Terms

The impact of search engine optimization on online advertising market
1. Applied computing
  1. Enterprise computing
  2. Operations research
    1. Marketing
2. Information systems
  1. Information retrieval
  2. World Wide Web
    1. Web applications
    2. Web services

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cover image ACM Other conferences

ICEC '06: Proceedings of the 8th international conference on Electronic commerce: The new e-commerce: innovations for conquering current barriers, obstacles and limitations to conducting successful business on the internet

August 2006

624 pages

ISBN:1595933921

DOI:10.1145/1151454

Conference Chairs:
Mark S. Fox
University of Toronto, Canada
,
Bruce Spencer
National Research Council Canada

Copyright © 2006 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 13 August 2006

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ICEC '06 Paper Acceptance Rate 53 of 112 submissions, 47%;

Overall Acceptance Rate 150 of 244 submissions, 61%

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Cited By

Singh SGupta SKumar SGupta BAlhalabi WArya VZhang J(2024)A novel Cumulative Indicator score using Indicator averaging for optimizing local business websites of enterprise systemsEnterprise Information Systems10.1080/17517575.2023.230165818:2Online publication date: 17-Jan-2024
https://doi.org/10.1080/17517575.2023.2301658
Cho YLee DPark I(2022)Comparison of Media Company Performance Efficiency Based on the Search Engine’s Method of Providing News Content (External Links vs. Internal Links)Applied Sciences10.3390/app12231232712:23(12327)Online publication date: 2-Dec-2022
https://doi.org/10.3390/app122312327
Nam K(2022)Conversion paths of online consumers: A sequential pattern mining approachExpert Systems with Applications10.1016/j.eswa.2022.117253202(117253)Online publication date: Sep-2022
https://doi.org/10.1016/j.eswa.2022.117253
Shivani GMutreja PNagrath P(2021)Analysing search engine optimization techniques for a full stack web applicationIOP Conference Series: Materials Science and Engineering10.1088/1757-899X/1022/1/0120971022:1(012097)Online publication date: 1-Jan-2021
https://doi.org/10.1088/1757-899X/1022/1/012097
Tomasi SLi X(2018)Influences of Search Engine Optimization on Performance of SMEsDigital Marketing and Consumer Engagement10.4018/978-1-5225-5187-4.ch069(1371-1397)Online publication date: 2018
https://doi.org/10.4018/978-1-5225-5187-4.ch069
Aswani RKar AIlavarasan PDwivedi Y(2018)Search engine marketing is not all goldInternational Journal of Information Management: The Journal for Information Professionals10.1016/j.ijinfomgt.2017.07.00538:1(107-116)Online publication date: 1-Feb-2018
https://dl.acm.org/doi/10.1016/j.ijinfomgt.2017.07.005
Goswami SNandi SChatterjee S(2018)Sentiment Analysis Based Potential Customer Base Identification in Social MediaContemporary Advances in Innovative and Applicable Information Technology10.1007/978-981-13-1540-4_23(237-243)Online publication date: 2-Oct-2018
https://doi.org/10.1007/978-981-13-1540-4_23
Krrabaj SBaxhaku FSadrijaj D(2017)Investigating search engine optimization techniques for effective ranking: A case study of an educational site2017 6th Mediterranean Conference on Embedded Computing (MECO)10.1109/MECO.2017.7977137(1-4)Online publication date: Jun-2017
https://doi.org/10.1109/MECO.2017.7977137
Bilgihan AKandampully JZhang T(2016)Towards a unified customer experience in online shopping environmentsInternational Journal of Quality and Service Sciences10.1108/IJQSS-07-2015-00548:1(102-119)Online publication date: 21-Mar-2016
https://doi.org/10.1108/IJQSS-07-2015-0054
Tomasi SLi X(2015)Influences of Search Engine Optimization on Performance of SMEsJournal of Electronic Commerce in Organizations10.4018/jeco.201501010313:1(27-49)Online publication date: 1-Jan-2015
https://dl.acm.org/doi/10.4018/jeco.2015010103
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