Working Papers

Keyword Selection Strategies in Search Engine Optimization: How Relevant Is Relevance?

Mayank Nagpal and J. Andrew Petersen

Mar 4, 2019

Proposes a framework to study how three keyword characteristics (popularity, competition, and specificity) and two website characteristics (content relevance and online authority) affect the number of organic clicks received; uses data from 2,685 search queries across three firms from three industries

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