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

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  • Erdmann, Anett
  • Arilla, Ramón
  • Ponzoa, José M.

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.

Suggested Citation

  • Erdmann, Anett & Arilla, Ramón & Ponzoa, José M., 2022. "Search engine optimization: The long-term strategy of keyword choice," Journal of Business Research, Elsevier, vol. 144(C), pages 650-662.
    • Handle: RePEc:eee:jbrese:v:144:y:2022:i:c:p:650-662
    DOI: 10.1016/j.jbusres.2022.01.065
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    2. Pingjun Jiang, 2023. "Discovering Efficient Keywords – An Exploratory Study on Comparing the Use of ChatGPT and Other Third-party Tools," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(2), pages 40-45, July.
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    4. Ologunebi, John & Taiwo, Ebenezer, 2023. "The Importance of SEO and SEM in improving brand visibility in E-commerce industry; A study of Decathlon, Amazon and ASOS," MPRA Paper 119205, University Library of Munich, Germany.
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