Hotel Trademarks in Organic Search Beldona, Srikanth; Lin, Kunwei; Chen, Mingzhu
Journal of travel research,
03/2012, Letnik:
51, Številka:
2
Journal Article
Recenzirano
The importance of the online travel search environment is well documented. In this context, trademarks play an instrumental role in resolving customer confusion in the search environment. An ...important element of the online search environment is the organic search output that is typically displayed on the left side of the search results screen on major search engines. This study evaluated the organic search listing performance in a U.S.-based search context of hotel trademarks (websites) on three search engines (Google, Yahoo! and MSN later Bing) across four countries (United States, United Kingdom, China, and India) over two separate time periods (years 2007 and 2009) for three tiers of lodging operation (economy, midscale, and upscale). Findings indicate that there are significant differences across countries, across lodging tiers and over time periods. The study draws attention for hoteliers to focus on website optimization and trademark control in the online information space.
With the continuous growth of the Internet and emergent channels in online marketing and distribution, it is important to understand the new technological environment for the hotel industry. The goal ...of this study was to investigate the competitive information space for hotels reflected via one of the dominant search tools on the Internet (i.e., Google). A series of content analysis and data mining exercises were conducted to examine the composition and structure of the information space as well as the visibility of hotel websites among Google search results. Results of this study clearly show that hotels are facing challenges when competing with other websites in gaining online customers' attention. Also, it demonstrates the gaps existing among hotel brands in terms of their visibility to online customers. Implications for online marketing and distribution strategy for the hotel industry are discussed.
Search engines play a critical role in the diffusion of online information because they determine what content is easily visible to Web users. Major search engines, such as Google, Microsoft Live ...Search, and Yahoo!, provide two distinct types of results, organic and paid, each of which uses different mechanisms for selecting and ranking relevant Web pages. Using a third-party trust assurance program from BBB (Better Business Bureau) Online we find that vendors represented by websites in organic and paid results have varying reliability ratings. These ratings, based on overall customer experiences, may range from satisfactory to unsatisfactory. We empirically examine how vendors' reliability ratings from BBB Online are associated with cues (such as type of search result, relative price of a product, and number of sites selling the product) that can be observed or derived from organic and paid search results. Further, we apply a data mining technique to predict the vendors' BBB reliability ratings using those cues and achieve good performance.
► Vendors shown in organic and paid search results have varying reliability ratings. ► We identify eight cues from organic and paid search results. ► We examine how vendors' reliability ratings from BBB Online are associated with cues. ► Using those cues we can predict vendors' BBB reliability ratings.
Having outlined the legal position in relation to the use of trademarks in pay-per-click advertising, this study investigates trademark use in hotel searches. Using a randomly selected sample of ...ninety hotel properties worldwide, searches were performed on two leading search engines to investigate whether third parties were using hotel trademarks in their paid placement. Findings indicate that abuse is rampant. While hotels perform well in organic search, they are usually preceded by or surrounded by paid listings abusing their trade names. Customers are potentially being diverted to competing websites, and urgent action is needed to reclaim hotel trademarks in the online search environment.
As search engine is leading the revenue growth in online marketing field, the competition of search engine marketing between paid search marketing (PSM) by search engine providers (SEPs), and search ...engine optimization (SEO) provided by search engine optimization firms, is white-hot. While PSM is simply for advertisers to buy the top ranks in sponsored links, SEO tries to optimize advertisers' websites by free-riding search engine's organic searching results. This study aims to investigate this competition by analytical modeling regarding organic search quality. We focus on sustainability conditions of SEO firms, investment analysis of SEO firms, and profit analysis of SEP. We find that a search engine advertising market is led by SEP, and the competition between PSM and SEO is a game of running and chasing. Specifically, better algorithm effectiveness of search engines promotes profitability of both PSM and SEO, and algorithm robustness of search engines negatively affects the survival of SEO firms in the market.
ChatGPT has become a popular keyword discovery tool since it was introduced to the market in late 2022. This study is to compare the effectiveness of this new keyword discovery tool and Spyfu, a ...widely used third-party tool. The comparison aims to examine which tool is more effective in discovering efficient keywords. The keyword efficiency scores are defined and calculated by using the Data Envelopment Analysis (DEA) based on historical data from a specific period of time. Both ChatGPT and a third-party tool (Spyfu) provide two lists of top keywords with Broad Match and Modified Broad Match. It is found that about forty percent of Spyfu recommended keywords turn out to be efficient, while less than twenty percent of the keywords generated by ChatGPT are efficient. The results of the study indicate that ChatGPT is not as effective in discovering efficient keywords compared to Spyfu. However, ChatGPT is found to be highly effective in predicting search trends and identifying long-tail keywords and query questions that are specific and targeted to the users' needs. A combination of both tools may provide the best results for keyword discovery and strategy fine-tuning.
Search engines are playing an increasingly dominant role in providing access to tourism information on the Internet. As such, it is argued that destination marketing organizations (DMOs) must have a ...substantial understanding of the visibility in search engines in order to create competitive positions within this important marketplace. The goal of this study was to develop a process to assess the visibility of DMO websites in one of the major search engines (i.e., Google). A set of 18 cities in the United States were selected to be used as case studies of the visibility of their convention and visitor bureau (CVB) websites in relation to travel queries identified using Google Adwords Keyword Tool. The results indicate that there are substantial differences in the relative positions of CVB websites on Google. In particular, there seems to be huge gaps among the search domains within CVB websites in terms of their visibility to online travelers and volume of search within those domains. This study offers a number of implications for research and practice of search engine marketing for tourism destinations.
The internet affords enormous amounts of destination and accommodation information. A key tool relied upon to navigate the medium is the search engine. As such, accommodation marketers, primary ...target beneficiaries of this research, seek greater understanding of how search engine travel inquiries are conducted. Such knowledge would better inform online marketing campaigns and allow for more effective use of limited marketing dollars. This study analyzed 701 Excite.com accommodation search queries in order to identify such trends. The results suggest that travelers most often search for their accommodations simultaneously with other aspects of their travel, such as destinations, attractions, transportation and dining; and that most commence their search by seeking specific hotels in conjunction with their destination city. A sequential analysis also revealed the prevalence of switching behavior, with searches often reflecting swings between broad and focused research tacks. Marketing implications of these findings are discussed.
Selection of Best Keywords Ji, Li; Rui, Pan; Hansheng, Wang
Journal of interactive advertising,
20/9/1/, Letnik:
11, Številka:
1
Journal Article
Recenzirano
With the rapid development of the Internet and information technology, consumers have increasingly begun to acquire information through search engines, thus creating profitable advertising ...opportunities and advancing the practice of paid search advertising. For paid search advertising, a key issue is determining which keywords to bid on, because the total number of possible keywords is huge. To provide theoretical guidance, this study proposes a statistical model that links advertising effectiveness to keyword characteristics. Through empirical tests with a real data set obtained from the Web site of a service company in China, this research reveals that parsing features of keywords affects their advertising effectiveness, which can help advertisers create and select new keywords for paid search advertising campaigns.
This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of ...firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your website so that they can be found in search. The next step is to use the other delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy. I discuss how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful. After creating a database with high-quality data, I then briefly discuss the use of analytics in digital marketing. After reading this book, the reader should have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology.
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