Search Engine Optimization and Pay-per-Click Marketing Strategies

Kritzinger, Wouter Thomas; Weideman, Melius

Journal of Organizational Computing and Electronic Commerce

W. T. Kritzinger & M. Weideman (2013) Search Engine Optimization and Pay-per-Click Marketing Strategies, Journal of Organizational Computing and Electronic Commerce, 23:3, 273-286, DOI: 10.1080/10919392.2013.808124

ABSTRACT.
Any e-commerce venture using a website as the main shop front should invest in marketing its website. In this study, the relationship between website owners having invested in search engine optimization (SEO) and pay-per-click (PPC), respectively, is investigated. The design used in this research involves an empirical field experimental approach in which implementation of both SEO and PPC are considered, with subsequent comparison of results. Data were gathered from Google search results after performing both Fat Head and Long Tail keyphrase searches based in various categories. Websites that were listed among the top 10 in the sponsored section of search results were recorded. These websites were then checked to see if they also had an SEO ranking within the top 100 for both the Fat Head and Long Tail key-phrases. It is found that website owners seldom invest in SEO as part of a search engine marketing (SEM) campaign. This seems to confirm some of the findings by other authors. This research has important implications for SEO and PPC practitioners, and for website owners. It should influence the way budgets on search engine marketing are applied. Finally, it could be used by marketing managers in better utilizing their limited SEM dollars. No evidence could be found that this kind of empirical research has been done, hence the results are considered to be unique. Keywords: pay-per-click; search engine marketing; search engine optimization; website
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