Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/12541
Title: Search engine marketing : transforming search engines into hotel distribution channels
Authors: Paraskevas, A
Katsogridakis, I
Law, R 
Buhalis, D
Keywords: Search engine
Marketing
Optimization
Hotel marketing
Issue Date: 2011
Publisher: SAGE Publications
Source: Cornell hospitality quarterly, 2011, v. 52, no. 2, p. 200-208 How to cite?
Journal: Cornell hospitality quarterly 
Abstract: Search engine marketing (SEM) is a form of online marketing whereby marketers and webmasters use a range of techniques to ensure that their webpage listing appears in a favorable location in search engines' results pages (e.g., Google, Bing, AlltheWeb, Altavista). The key strategy is to optimize webpages for the search engines, by ensuring that the company's webpages contain appropriate keywords and that the website's page hierarchy is logically arranged. An appropriate website design encourages the search engines' web crawlers or spiders to index a particular set of pages, and proper keywords promote an optimum ranking in search engines. This study aims to explore the different variables and aspects that come into play in SEM and to offer a strategy that hotel marketers can use to achieve these objectives, based on a focus group of eleven corporate-level hotel marketers and SEM consultants. The study employs the following four-stage framework for SEM strategy development: analysis, planning, implementation, and control.
URI: http://hdl.handle.net/10397/12541
ISSN: 1938-9655
EISSN: 1938-9663
DOI: 10.1177/1938965510395016
Appears in Collections:Journal/Magazine Article

Access
View full-text via PolyU eLinks SFX Query
Show full item record

SCOPUSTM   
Citations

24
Last Week
1
Last month
Citations as of Sep 16, 2017

WEB OF SCIENCETM
Citations

16
Last Week
0
Last month
0
Citations as of Sep 21, 2017

Page view(s)

47
Last Week
2
Last month
Checked on Sep 17, 2017

Google ScholarTM

Check

Altmetric



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.