The impact of search engine optimization on online advertising market

Authors:
Bo Xing;Zhangxi Lin
Affiliations:
Texas Tech University, Lubbock, TX;Texas Tech University, Lubbock, TX
Venue:
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
Year:
2006

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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.