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

• Main Authors: LI, Kai, Mei LIN, LIN, Zhangxi, XING, Bo
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2014
• Subjects: Paid search; Search engine marketing; Search engine optimization; Sponsored links; Computer Sciences; E-Commerce; Marketing
• Online Access: https://ink.library.smu.edu.sg/sis_research/2975; https://ink.library.smu.edu.sg/context/sis_research/article/3975/viewcontent/SEO_HICSS_2014_472014_av.pdf
• Institution: Singapore Management University

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 si...