Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/63498
Title: Assessing the dynamics of search results in Google
Authors: Pan, B
Xiang, Z
Tierney, H
Desenmaier, D
Law, R 
Keywords: Travel information search
Search engines
Search Engine Result Page
Ranking
Travel queries
Destinations
Search engine marketing
Issue Date: 2010
Publisher: Springer
Source: In U Gretzel, R Law & M Fuchs (Eds.), Information and communication technologies in tourism 2010 : proceedings of the International Conference in Lugano, Switzerland, February 10-12, 2010, p. 405-416. Wien ; New York: Springer, 2010 How to cite?
Abstract: Search engine marketing requires a substantive understanding of the dynamics of the search system in the travel information search context. The goal of this study is to explore the dynamic nature of online information space through Google as well as its direct impact on the traffic of a destination website. Utilizing a computer program to track Google search results, Google Trends, and a Destination Marketing Organization’s (DMO) website traffic data, this study identified the variation in information space as reflected by different queries related to Charleston, South Carolina. The results of regression analysis indicates that the web traffic of the Charleston Convention and Visitors Bureau website was strongly correlated with search volumes for certain queries and the ranking of some queries in Google.
URI: http://hdl.handle.net/10397/63498
ISBN: 9783211994078 (electronic bk.)
9783211994061 (print)
DOI: 10.1007/978-3-211-99407-8_34
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