Search and content discovery · Empirical analysis of search-engine keyword performance over time
Search Engine Optimization: The Long-Term Strategy of Keyword Choice
Erdmann, A., Arilla, R., & Ponzoa, J. M. (2022). Journal of Business Research, 144, 650–662.
Plain-English take
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: Evaluate organic-search investments over an appropriate time window and distinguish durable qualified demand from transient ranking or click changes.
How much weight to give this
2.5/5 Limited or context-dependent evidence
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
The accessible description does not establish a strong causal design.
A usable sample size is not stated in the profile's accessible source.
Comparison or control details are limited in the reviewed source.
This profile could be checked against an abstract or metadata, not the full paper.
Double-blind? Not applicable in the same way as a participant-treatment experiment.
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.
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.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis 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.
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.
Evidence access
Publisher article preview; full text access may vary
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.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.