Search Engine Optimization: What Drives Organic Traffic to Retail Sites?

  title={Search Engine Optimization: What Drives Organic Traffic to Retail Sites?},
  author={Michael R. Baye and Babur De los Santos and Matthijs R. Wildenbeest},
  journal={ERN: Other Organizations \& Markets: Decision-Making in Organizations (Topic)},
The lion's share of retail traffic through search engines originates from organic (natural) rather than sponsored (paid) links. We use a dataset constructed from over 12,000 search terms and 2 million users to identify drivers of the organic clicks that the top 759 retailers received from search engines in August 2012. Our results are potentially important for search engine optimization (SEO). We find that a retailer's investments in factors such as the quality and brand awareness of its site… 

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