An Assessment of Online Search Models – Organic Versus Sponsored, the Evolution, Relationship and Reward in Today’s World of E-Commerce (2013)

Online Organic Search Models Dissertation – In today’s market, the online channel has increasingly become a primary market especially for businesses that have adopted an ecommerce business model. An online presence allows for online advertising which has significant advantages over traditional advertising in that it allows for targeted, traceable, as well as cost effective marketing.

The two main ways that businesses can advertise online are through the organic search model and sponsored search model. While the organic model has long been preferred by ecommerce businesses, the paid search model has in the recent years become more popular. This dissertation aims at examining organic versus sponsored searches, the evolution, relationship and reward in an E-commerce world. The research context is the UK and Irish marketplaces.

In particular, the research reviews how the two models functions, their impact and the positive and negative aspects of each of the models. In addition, the paper explores the relationship between the two models and consumers in the Irish marketplaces and lastly the guidelines for combining the two models to generate positive ROI for SMEs. The dissertation establishes that the paid search model offers greater benefits than the organic search model. While each of the models has several positive and negative attributes, combining the two methods offers greater synergies for search engine marketing.

This is as a result of the positive inter-dependence that the two models have. Nonetheless, the paper recommends that greater effort in terms of investment be accorded to the paid search model.

Dissertation Aims and Objectives;

• To review the functioning in detail of the paid search model and organic search model in the UK and Irish marketplaces
• To examine the impact of the paid search model and organic search model in the UK and Irish marketplaces
• To assess the positive and negative aspects of both the paid search model and organic search model in the UK and Irish marketplaces
• To explore the relationship between the paid search model, organic search model and the consumers in the UK and Irish marketplaces
• To establish the guidelines for combing both organic and sponsored models in order to provide a positive ROI for SMEs in the UK and Irish marketplaces

• 18,000 words – 70 pages in length
• Good use of literature
• Well written throughout
• Good analysis of subject area
• Includes survey questions
• Ideal for e-Commerce students

1 – Introduction
Background
Rationale
Research aims and Objectives
Research Questions
Dissertation Structure

2 – Literature Review
Paid Search Model
Organic Search Model
Impact of the Paid Search Model
Impact of the Organic Search Model
Positive Attributes of the Paid and Organic Search Models
Positive Attributes of Paid Search Models
Positive attributes of organic search models
Negative attributes of paid and organic search models
Negative attributes of paid search models
Click Through Fraud
Disadvantages of Attributes of Organic Search Models
Relationships between the Paid Search Model, Organic Search Models and Consumers
Guidelines for Combining both Organic and Sponsored Models to Provide a Positive ROI for SMEs

3 – Methodology
Research Philosophy
Research Approach
Research Strategy
Sampling
Data Collection Analysis
Interview Design
Data Analysis Methods
Research Ethic
Limitations of the Research

4 – Findings and Analysis
The Paid and Organic Search Model
The Future of Sponsored and Organic Results
Changes in Search Engine Results Page (SERP)
The Relationship between Social Networks/Signals and Search Results
Trends on Profit Levels from Sponsored Results
Impact of the Paid and Organic Search Models
Algorithm updates and on Search Engine Optimisation (SEO)
The Dominance of Sponsored over Organic Searches
Influence of Sponsored Paid Listing on CTRs on Organic Search Listings and Vice-Versa?
Impact of localisation and personalisation (Google Accounts and Google analytics)
Impact of Universal and Blended Search on SEO strategy
The Impact of Google Shopping on the Marketplace and on Sponsored and Paid Search
Positive and Negative Attributes of both the Paid Search and Organic Search Models
ROI: Organic Versus Sponsored
Impact of Google Analytics
Effect of Omission of Organic Keyword Data for Logged In Users on SEO and Adwords
Relationships between the Paid Search Model, Organic Search Models and Consumers
Impact of Evolution of Mobile Devices on Sponsored and Organic Searches
Taking Aspects Such As Price and Quality into Consideration
4.5 Guidelines for Combining both Organic and Sponsored Models to Provide a Positive ROI for SMEs
The Use of Multi Channels and Optimising Still on the Last Click / Channel
The Business Impact of Pausing Paid Search Campaigns and Relying Solely on SEO
The Current Status and Use of SEO
How SEO and PPC Can Be Used Together

5 – Conclusions and Recommendations
Paid and Organic Search Model
Impact of the Paid and Organic Search Models
Positive and Negative Attributes of both Paid Search and Organic Search Models
Relationships between the Paid Search Model, Organic Search Models and Consumers
Guidelines for Combining both Organic and Sponsored Models to Provide a Positive ROI for SMEs
Recommendations
Limitations and Suggestions for Future Research

References

Appendix Section
Survey Interview Questions