Buyer behavior · Empirical analysis of search-engine keyword performance over time
Search Engine Optimization: The Long-Term Strategy of Keyword Choice
Journal of Business Research · 2022
Summary
The paper treats keyword choice and marketing expenditure as having both short- and long-run performance implications, challenging evaluation based only on immediate traffic response.
For your marketing
Possible founder application
Evaluate organic-search investments over an appropriate time window and distinguish durable qualified demand from transient ranking or click changes. Consult the full paper before applying its model or effect estimates.
Reported result
What the study found
The paper treats keyword choice and marketing expenditure as having both short- and long-run performance implications, challenging evaluation based only on immediate traffic response.
Research question
What the authors investigated
How should marketers choose search-engine keywords when considering both short- and long-term performance?
Design
The study examines keyword choice and performance over short and long horizons, framing SEO keyword selection as a long-run marketing decision.
Sample and setting
Search-engine keywords and their performance in the study's empirical setting; the publisher preview reviewed here does not expose the sample details.
Scope and transfer
Limitations to keep in view
The inspected publisher preview does not provide enough detail to report the data source, sample or estimated effects. Search ranking systems and competition also change over time; the paper should not be used as a current SEO playbook.
Research sources
Publisher article preview plus bibliographic record; this profile is intentionally limited because the abstract text and detailed method were not exposed in the retrieved preview.