Search engine marketing is not all gold: Insights from Twitter and SEOClerks

作者：

Highlights：

• Digital marketing is often detrimental if it is done by unskilled service providers.

• The hyped services of search engine marketing are not as successful as they seem to be.

• SEM services provided by small organizations and freelancers are generally detrimental.

• SEM services provided by established players are relatively more beneficial and reliable.

摘要

•Digital marketing is often detrimental if it is done by unskilled service providers.•The hyped services of search engine marketing are not as successful as they seem to be.•SEM services provided by small organizations and freelancers are generally detrimental.•SEM services provided by established players are relatively more beneficial and reliable.

论文关键词：Search engine optimization,Search engine marketing,Social media,Twitter analytics,Digital marketing

论文评审过程：Received 20 May 2017, Accepted 19 July 2017, Available online 23 September 2017, Version of Record 23 September 2017.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2017.07.005