Search Engine Marketing Strategies

Abstract

Ensuring search engine visibility is one of the key tasks of marketers nowadays. Besides regular organic results, other forms of rich content results appear on Google including the Google Answer Box. In this chapter, the author analyzes the factors that determine the chance of a website being excerpted in the Google Answer Box. Moreover, he uses a simulation to examine the most probable weights of three factors on the final rankings within the search engine results page. The created framework for constructing the assessment of factors can be used to develop similar models for different niches and keywords and utilized by organizations from various sectors. Adopting these findings by organizations and including them in their content and marketing strategy will have a positive impact on search visibility and thus translate to efficiency of marketing campaigns.