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.
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Pan, B., Xiang, Z., Tierney, H., Fesenmaier, D.R., Law, R. (2010). Assessing the Dynamics of Search Results in Google. In: Gretzel, U., Law, R., Fuchs, M. (eds) Information and Communication Technologies in Tourism 2010. Springer, Vienna. https://doi.org/10.1007/978-3-211-99407-8_34
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DOI: https://doi.org/10.1007/978-3-211-99407-8_34
Publisher Name: Springer, Vienna
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