Article

Running and Chasing -- The Competition between Paid Search Marketing and Search Engine Optimization

Authors:

Kai Li,

Mei Lin,

Zhangxi Lin,

Bo XingAuthors Info & Claims

HICSS '14: Proceedings of the 2014 47th Hawaii International Conference on System Sciences

Pages 3110 - 3119

https://doi.org/10.1109/HICSS.2014.640

Published: 06 January 2014 Publication History

Abstract

As search engine is leading the revenue growth in online marketing field, the competition of search engine marketing between paid search marketing (PSM) by search engine providers (SEPs), and search engine optimization (SEO) provided by search engine optimization firms, is white-hot. While PSM is simply for advertisers to buy the top ranks in sponsored links, SEO tries to optimize advertisers' websites by free-riding search engine's organic searching results. This study aims to investigate this competition by analytical modeling regarding organic search quality. We focus on sustainability conditions of SEO firms, investment analysis of SEO firms, and profit analysis of SEP. We find that a search engine advertising market is led by SEP, and the competition between PSM and SEO is a game of running and chasing. Specifically, better algorithm effectiveness of search engines promotes profitability of both PSM and SEO, and algorithm robustness of search engines negatively affects the survival of SEO firms in the market.

Cited By

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Schultheiß S(2023)How search engine marketing influences user knowledge gainProceedings of the 2023 Conference on Human Information Interaction and Retrieval10.1145/3576840.3578297(475-478)Online publication date: 19-Mar-2023
https://dl.acm.org/doi/10.1145/3576840.3578297
Schultheiß SHäußler HLewandowski DElsweiler DKruschwitz ULudwig B(2022)Does Search Engine Optimization come along with high-quality content?Proceedings of the 2022 Conference on Human Information Interaction and Retrieval10.1145/3498366.3505811(123-134)Online publication date: 14-Mar-2022
https://dl.acm.org/doi/10.1145/3498366.3505811
Lewandowski DSünkler SYagci N(2021)The influence of search engine optimization on Google's resultsProceedings of the 13th ACM Web Science Conference 202110.1145/3447535.3462479(12-20)Online publication date: 21-Jun-2021
https://dl.acm.org/doi/10.1145/3447535.3462479

Index Terms

Running and Chasing -- The Competition between Paid Search Marketing and Search Engine Optimization
1. Information systems
  1. Information retrieval

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HICSS '14: Proceedings of the 2014 47th Hawaii International Conference on System Sciences

January 2014

5085 pages

ISBN:9781479925049

Publisher

IEEE Computer Society

United States

Publication History

Published: 06 January 2014

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Schultheiß S(2023)How search engine marketing influences user knowledge gainProceedings of the 2023 Conference on Human Information Interaction and Retrieval10.1145/3576840.3578297(475-478)Online publication date: 19-Mar-2023
https://dl.acm.org/doi/10.1145/3576840.3578297
Schultheiß SHäußler HLewandowski DElsweiler DKruschwitz ULudwig B(2022)Does Search Engine Optimization come along with high-quality content?Proceedings of the 2022 Conference on Human Information Interaction and Retrieval10.1145/3498366.3505811(123-134)Online publication date: 14-Mar-2022
https://dl.acm.org/doi/10.1145/3498366.3505811
Lewandowski DSünkler SYagci N(2021)The influence of search engine optimization on Google's resultsProceedings of the 13th ACM Web Science Conference 202110.1145/3447535.3462479(12-20)Online publication date: 21-Jun-2021
https://dl.acm.org/doi/10.1145/3447535.3462479

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Search Engine Optimization (SEO) for Websites

The impact of search engine optimization on online advertising market

Optimal Search Engine Marketing Strategy

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