İnternet Reklamları Organik Trafiği Besler mi? Dijital Pazarlamada Site Ölçeği ve Kategori Ekseninde Logaritmik Regresyon Modelleri

Naim Çetintürk

doi:10.38057/bifd.1980516

TR EN

İnternet Reklamları Organik Trafiği Besler mi? Dijital Pazarlamada Site Ölçeği ve Kategori Ekseninde Logaritmik Regresyon Modelleri

Abstract

Dijital pazarlamada ücretli reklamların organik trafiği artırıp artırmadığı tartışmalı bir konudur. Bu çalışma, Türkiye pazarındaki 194 web sitesine ait SEMrush kaynaklı kesitsel verilerle ücretli ve organik trafik arasındaki ilişkinin site ölçeği ve kategori özellikleri dikkate alındığında nasıl değiştiğini incelemektedir. Veriler, çift-logaritmik regresyon ve etkileşimli modellerin yanı sıra duyarlılık, kümeleme ve kesirli logit analizleriyle değerlendirilmiştir. Bulgular, ücretli ve organik trafik arasında güçlü ve pozitif bir ham birliktelik bulunduğunu göstermektedir (r = 0,63). Ancak site ölçeği kontrol edildiğinde ücretli trafik katsayısı 0,42'den 0,08'e gerilemekte, kategori kontrolleri eklendiğinde ise istatistiksel anlamlılığını yitirmektedir. Buna karşılık, organik trafiği içermeyen alternatif ölçek değişkeni kullanıldığında, ücretli trafik ile organik trafik arasındaki pozitif ve istatistiksel olarak anlamlı kısmi ilişki korunmaktadır. Ücretli–organik trafik ilişkisinin eğiminde SEMrush endüstri kategorilerine veya veri güdümlü trafik profillerine göre anlamlı bir farklılık bulunmazken, organik trafik/toplam ziyaret oranı kategorilere göre farklılaşmaktadır. Genel olarak sonuçlar, iki trafik kanalı arasındaki ham birlikteliğin önemli ölçüde site ölçeği ve kategori özellikleriyle bağlantılı olabileceğini düşündürmektedir. Kategori düzeyindeki ikame–tamamlayıcılık örüntüleri ise kullanılan ölçek değişkeninin belirtimine duyarlı bulunmuştur. Çalışmanın kesitsel yapısı nedeniyle bulgular nedensel değil, ilişkisel olarak yorumlanmaktadır.

Keywords

Ücretli Trafik, Organik Trafik, Site Ölçeği, İkame ve Tamamlayıcılık, Log-Log Regresyon

Does Internet Advertising Fuel Organic Traffic? Logarithmic Regression Models by Site Scale and Category

Abstract

Whether paid advertising increases organic traffic remains a debated issue in digital marketing. Using cross-sectional SEMrush data from 194 websites in the Turkish market, this study examines how the relationship between paid and organic traffic changes when website scale and category characteristics are taken into account. The data are analyzed using double-logarithmic regression and interaction models, complemented by sensitivity, clustering, and fractional logit analyses. The findings reveal a strong positive unadjusted association between paid and organic traffic (r = 0.63). However, the paid traffic coefficient decreases from 0.42 to 0.08 after controlling for website scale and is no longer statistically significant when category controls are added. In contrast, a positive and statistically significant partial association remains when an alternative scale measure excluding organic traffic is used. No significant differences in the paid–organic traffic slope are found across SEMrush industry categories or data-driven traffic profiles, whereas the organic-to-total-visits ratio varies significantly across website categories. Overall, the results suggest that the strong unadjusted association may be substantially related to website scale and category characteristics. Category-level substitution–complementarity patterns remain sensitive to the specification of the scale variable. Given the cross-sectional design, the findings are interpreted as associational rather than causal.

Keywords

Paid Traffic, Organic Traffic, Site Scale, Substitution and Complementarity, Log-Log Regression

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Details

Primary Language

Turkish

Subjects

Cross-Sectional Analysis, Business Administration, Digital Marketing, Marketing Communications, Advertisement

Journal Section

Research Article

Authors

Naim Çetintürk ^*
0000-0002-8681-320X
Türkiye

Publication Date

October 29, 2026

Submission Date

June 27, 2026

Acceptance Date

October 27, 2026

Published in Issue

Year 2026 Volume: 9 Number: 2

DOI

https://doi.org/10.38057/bifd.1980516

IZ

https://izlik.org/JA22EC88KC

APA

Çetintürk, N. (2026). İnternet Reklamları Organik Trafiği Besler mi? Dijital Pazarlamada Site Ölçeği ve Kategori Ekseninde Logaritmik Regresyon Modelleri. Bucak İşletme Fakültesi Dergisi, 9(2), 296-308. https://doi.org/10.38057/bifd.1980516

AMA

1.Çetintürk N. İnternet Reklamları Organik Trafiği Besler mi? Dijital Pazarlamada Site Ölçeği ve Kategori Ekseninde Logaritmik Regresyon Modelleri. Bucak İşletme Fakültesi Dergisi. 2026;9(2):296-308. doi:10.38057/bifd.1980516

Chicago

Çetintürk, Naim. 2026. “İnternet Reklamları Organik Trafiği Besler Mi? Dijital Pazarlamada Site Ölçeği Ve Kategori Ekseninde Logaritmik Regresyon Modelleri”. Bucak İşletme Fakültesi Dergisi 9 (2): 296-308. https://doi.org/10.38057/bifd.1980516.

EndNote

Çetintürk N (October 1, 2026) İnternet Reklamları Organik Trafiği Besler mi? Dijital Pazarlamada Site Ölçeği ve Kategori Ekseninde Logaritmik Regresyon Modelleri. Bucak İşletme Fakültesi Dergisi 9 2 296–308.

IEEE

[1]N. Çetintürk, “İnternet Reklamları Organik Trafiği Besler mi? Dijital Pazarlamada Site Ölçeği ve Kategori Ekseninde Logaritmik Regresyon Modelleri”, Bucak İşletme Fakültesi Dergisi, vol. 9, no. 2, pp. 296–308, Oct. 2026, doi: 10.38057/bifd.1980516.

ISNAD

Çetintürk, Naim. “İnternet Reklamları Organik Trafiği Besler Mi? Dijital Pazarlamada Site Ölçeği Ve Kategori Ekseninde Logaritmik Regresyon Modelleri”. Bucak İşletme Fakültesi Dergisi 9/2 (October 1, 2026): 296-308. https://doi.org/10.38057/bifd.1980516.

JAMA

1.Çetintürk N. İnternet Reklamları Organik Trafiği Besler mi? Dijital Pazarlamada Site Ölçeği ve Kategori Ekseninde Logaritmik Regresyon Modelleri. Bucak İşletme Fakültesi Dergisi. 2026;9:296–308.

MLA

Çetintürk, Naim. “İnternet Reklamları Organik Trafiği Besler Mi? Dijital Pazarlamada Site Ölçeği Ve Kategori Ekseninde Logaritmik Regresyon Modelleri”. Bucak İşletme Fakültesi Dergisi, vol. 9, no. 2, Oct. 2026, pp. 296-08, doi:10.38057/bifd.1980516.

Vancouver

1.Naim Çetintürk. İnternet Reklamları Organik Trafiği Besler mi? Dijital Pazarlamada Site Ölçeği ve Kategori Ekseninde Logaritmik Regresyon Modelleri. Bucak İşletme Fakültesi Dergisi. 2026 Oct. 1;9(2):296-308. doi:10.38057/bifd.1980516

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This work is licensed under a Creative Commons Attribution 4.0 International License.

İnternet Reklamları Organik Trafiği Besler mi? Dijital Pazarlamada Site Ölçeği ve Kategori Ekseninde Logaritmik Regresyon Modelleri

Abstract

Keywords

Does Internet Advertising Fuel Organic Traffic? Logarithmic Regression Models by Site Scale and Category

Abstract

Keywords

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