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Andrew Petersen  \nKeyword Selection Strategies in Search Engine Optimization:  \nHow Relevant is Relevance?  \nMayank Nagpal  \nJ. Andrew Petersen  \nOctober 2018  \nMayank Nagpal ([mayanknagpal@psu.edu](mayanknagpal@psu.edu)) is a doctoral student in Marketing at the Smeal College of Business, The Pennsylvania State University, University Park, PA 16802, USA  \nJ. Andrew Petersen ([jap57@psu.edu](jap57@psu.edu)) is an Associate Professor of Marketing at the Smeal College of Business, The Pennsylvania State University, University Park, PA 16802, USA  \nWe would like to thank a digital media advertising firm for providing the data used in this study. We would also like to thank Arvind Rangaswamy, Gary Lilien, and participants of the 2018 Marketing Science Conference for providing feedback on an earlier version of this paper.  \nFinally, we would like to thank the Marketing Science Institute (MSI) and its Young Scholars program for providing financial support for this research (MSI Grant \\#4-1921) . This research is part of the first author’s dissertation.  \nKeyword Selection Strategies in Search Engine Optimization: How Relevant is Relevance?  \nAbstract  \nSearch Engine Marketing (SEM) consists of efforts by a firm to increase clicks to their website through Sponsored Search Advertising (SSA) and Search Engine Optimization (SEO) . To date, research in Marketing has focused more on SSA relative to SEO. This seems surprising given that organic search results are considered more trustworthy, account for most of the clicks, and firms spend significantly more on SEO than on SSA ($65B vs. $35B in the US in 2016) . To create content for SEO to maximize organic clicks, managers need to identify appropriate keywords on which their content will be focused. Currently, most managers use simple heuristics to identify appropriate keywords and then write relevant content about those keywords.  \nHowever, it is unclear whether these heuristics are effective techniques for SEO. In this paper we build a framework which provides model-based guidance to SEO practitioners for keyword selection and web content creation. It is often thought that content relevance is a key factor to improve the effectiveness of SEO. We find, however, that while content relevance is an important criterion in a consumer’s organic click decision, improving content relevance regardless of the keyword selected may not always be effective. Specifically, we find that when the online authority of a website is more (less) than the average online authority of its competitors, creating relevant content for broader (more specific) keywords is more effective in improving organic rank and organic clicks.  \nKeywords: Search Engine Optimization, Tobit Model, Latent Semantic Analysis  \nFirms use Search Engine Marketing (SEM) techniques to promote websites by increasing their visibility on search engine results pages (SERPs) . As a large majority of users begin their online browsing experience using search engines, SEM accounts for the largest share (47%) of digital marketing spend (Silverman 2016) . SEM aims to increase the prominence of a link on the Search Engine Result Pages (SERP) by appearing higher on either the sponsored and/or the organic portions of the SERP (see Figure 1 for an example) . SEM comprises of two parts: (1) search engine optimization (SEO) which aims at getting a higher rank and more clicks from the organic search results on the SERP and (2) sponsored search advertising (SSA) which aims at getting a higher rank and more clicks from the sponsored search results on the SERP.  \nWhile significant academic research has focused on SSA (e.g., Skiera and Nabout 2013; Wiesel, Pauwels, and Arts 2011; Li et al. 2016), research on SEO is relatively scarce. This seems surprising, given that organic links","cbCaimLfI9vBQ0ze","https://ap.wps.com/l/cbCaimLfI9vBQ0ze","pdf",1779137,58,"English","# Abstract\n## Search Engine Marketing and the keyword-selection problem\n## Model-based guidance and key findings\n## SEO relevance criteria and implications","[{\"question\":\"What is the main problem addressed in the paper?\",\"answer\":\"The paper examines whether common heuristics for keyword selection and content creation are effective for SEO.\"},{\"question\":\"How do the authors guide keyword selection for SEO practitioners?\",\"answer\":\"They propose a model-based framework that links keyword selection and web content creation to both ranking and user click decisions.\"},{\"question\":\"What key finding relates content relevance to keyword effectiveness?\",\"answer\":\"Improving content relevance regardless of the keyword selected may not always work; the effectiveness of broader versus more specific keywords depends on a website’s online authority relative to competitors.\"}]","Keyword Selection Strategies in Search Engine Optimization - How Relevant is Relevance - Working Paper Series 19-113 | PDF",1789265128]