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The Role of Search Engine Optimization in Search Rankings

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Figure

Table 1: Summary of Notation
Figure 1: The figure characterizes the mixed strategy equilibrium of an all-pay auction as a functionof the headstart of player 1
Figure 2: The figure shows the probability that the higher quality site wins the organic link as afunction of SEO effectiveness for different error levels (v1 = 1.8, v2 = 1, q1 − q2 = 0.25).
Figure 3: The figure shows the parameter regions in which SEO is beneficial with respect to expectedtraffic and profits

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