The role of search engine optimization in search marketing

摘要

In search engine operations consumers have the option of either organic links which are ranked according to their relevance to the search query, or the sponsored links, allocated to advertisers through a competitive auction. As organic links are more preferred, advertisers often try to increase their visibility by gaming the search engine's ranking algorithm using techniques collectively known as search engine optimization (SEO). The research work explores the economics of the SEO process and its effects on consumers, advertisers, and search engines using a game-theoretical model. The model consists of advertisers who compete for the attention of consumers a search engine that offers both organic and sponsored links, and consumers who engage in costly search to find the highest quality site. The model characterizes the incentives and trade-offs of all players in the ecosystem. (15 refs.)