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Liu P., Zhou Y. & Zong P., (2010). Data selection for statistical machine translation," Proceedings of the 6th International Conference on Natural Language Processing and Knowledge Engineering), pp. 1- 5. doi: 10.1109/NLPKE.2010.5587827. Mavridis, T., & Symeonidis, A. L. (2014). Semantic analysis of web documents for the generation of optimal content. Engineering Applications of Artificial Intelligence, 35, 114–130. Mavridis, T., & Symeonidis, A. L. (2015). Identifying valid search engine ranking factors in a Web 2.0 and Web 3.0 context for building efficient SEO mechanisms. Engineering Applications of Artificial Intelligence, 41, 75–91. O’Connor, P. (2009). Pay-per-Click Search Engine Advertising: Are Hotel Trademarks Being Abused? Cornell Hospitality Quarterly, 50(2), 232–244. Ridder, H. (2017). The theory contribution of case study research designs. Business Research, 10(2), 281-305. doi:10.1007/s40685-017-0045-z. Ryan, D., & Jones, C. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation. Shantam, Kumar, H., & Tiwary, D.R. (2017). Analysis of Rankbrain Algorithm Using Machine Learning. Silva, N., & Aguiar, A. (2014). Optimização de sítios web para motores de busca: Um estudo empírico. Iberian Conference on Information Systems and Technologies, CISTI. Slivka, A. (2017). How Mobile And Voice Will Drive SEO Engagement In 2018. Forbes, 1. Soe-Tsyr Daphne Yuan, Szu-Yu Chou, Wei-Cheng Yang, Cheng-An Wu, Chih-Teng Huang, (2017) "Customer engagement within multiple new media and broader business ecosystem – a holistic perspective", Kybernetes, Vol. 46 Issue: 06, pp.1000-1020, https://doi.org/10.1108/K-01-2017-0042. Szetela, D., & Kerschbaum, J. (2010). Pay-Per-Click Search Engine Marketing - An Hour A Day. Optimization. Visser, E. B., & Weideman, M. (2011). Search engine optimisation versus Website usability-conflicting requirements? Information Research, 16(3). Visser, E. B., & Weideman, M. (2014). Fusing website usability and search engine optimisation. SA Journal of Information Management, 16(1), 9 pages. Wu, H. (2011). Search engine optimization of e-commerce websites. International Conference on Management and Service Science, MASS 2011. W. T. Kritzinger & M. Weideman (2013) Search Engine Optimization and Pay- per-Click Marketing Strategies, Journal of Organizational Computing and Electronic Commerce, 23:3, 273-286, DOI: 10.1080/10919392.2013.808124 Yalçin, N., Köse, U., Gudivada, V. N., Rao, D., Paris, J., Egri, G., Weideman, M. (2014). Running and chasing - The competition between paid search marketing and search engine optimization. Proceedings of the Annual Hawaii International Conference on System Sciences, 16(1), 3110–3119. 27

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