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SEOs Role in Search Marketing .pdf

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SEOs Role in Search Marketing

The competition between
advertisers for sponsored
and organic search results,
have initiated studies on the
effectiveness of search engine
optimization (SEO).

According to authors Ron
Berman of the University of
Pennsylvania and Zsolt Katona
of the University of California,
search engine rankings may
improve the number of website
visitors with search engine

Organic rankings are
improved by SEO when and if
the quality of the website is
considered worthwhile for its
visitors, excluding sponsored
links. Sponsored links draw
attention to the site regardless
of the correlation.

Incentives for low quality
websites to invest in SEO are
reduced when search engine
traffic can be acquired on the
basis of sponsored links and
greater advantages given for
higher quality websites.

The authors research suggests
when advertisers spend more on
SEO than sponsored links, sites
can achieve the valuation of
high quality organically;
improving both the consumer
experience and site revenue.

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