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Search Engine Marketing Strategies: Google Answer Box-Related Search Visibility Factors

Search Engine Marketing Strategies: Google Answer Box-Related Search Visibility Factors
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Author(s): Andrej Miklosik (University of Economics in Bratislava, Slovakia)
Copyright: 2019
Pages: 23
Source title: Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy
Source Author(s)/Editor(s): Luísa Cagica Carvalho (Universidade Aberta, Portugal & Universidade de Évora, Portugal) and Pedro Isaías (University of Queensland, Australia)
DOI: 10.4018/978-1-5225-6307-5.ch020

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Abstract

Ensuring search engine visibility is one of the key tasks of marketers nowadays. Besides regular organic results, other forms of rich content results appear on Google including the Google Answer Box. In this chapter, the author analyzes the factors that determine the chance of a website being excerpted in the Google Answer Box. Moreover, he uses a simulation to examine the most probable weights of three factors on the final rankings within the search engine results page. The created framework for constructing the assessment of factors can be used to develop similar models for different niches and keywords and utilized by organizations from various sectors. Adopting these findings by organizations and including them in their content and marketing strategy will have a positive impact on search visibility and thus translate to efficiency of marketing campaigns.

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