Unleash Brand's Potential: SEO Strategy Unlocks the Floodgates of Traffic | Chapter 2 | Contemporary Research in Business, Management and Economics Vol. 9

Background: Marketers face the evolution of online brand positioning marketing strategy due to changes in search engine algorithm that affects the reaching out of brands to potential internet users. Brand owners realise that to be relevant in the modern market, they need to transition and focus more on the online market. However, many brand owners have ignored the power of search engine optimisation (SEO) strategy for attracting the online market, which is highly competitive and faces rapid changes. Search Engine Optimisation (SEO) brings creativity and improves a website's visibility that enable online entrepreneurs to increase users’ traffic. Various studies have analysed factors that can enhance the persistence of using the SEO strategy, however gaps remain regarding the relationship of this strategy with online brand positioning. The main aim of this study is to identify the persistency of using the SEO strategy including the niche point of differentiation, valuable content, targeted keyword and scalable link building, as the determinants that enhance the success of online brand positioning.

Methods: This study applies quantitative design using an online survey to gather information from the online business entrepreneurs. The survey questionnaire was arranged to focus on the use of SEO as a new way to strategise online business.

Results: Based on the results of this study, most online entrepreneurs have somewhat realised the effects of using the SEO strategy to enhance the effectiveness of online brand positioning. Online entrepreneurs must acknowledge the importance of dependency on the SEO strategy to launch brand campaigns, so that the target audience can choose their brand despite the competition.

Conclusion: This research provides insights into the importance of SEO strategy in online business positioning. It is hoped that online entrepreneurs will consider the SEO strategy in the positioning of their brand in the marketplace.

Implication: This research focused on SEO as a new strategy to enhance brand positioning for online businesses. Future research may expand into another dimension of business such as customer satisfaction and business performance.

 

Author (s) Details

 

Dr. Junainah Mahdee,

Faculty of Management, Multimedia University, Cyberjaya, Selangor, 63100, Malaysia.

 

Umar Faruq Ahmad,
Corporate Communication Division, Ministry of Home Affairs, Federal Government Administrative Centre, Putrajaya, Wilayah Persekutuan, 62546, Malaysia.

 

Normazalila Abu Bakar,
MM Smart Earth Resources, Seri Kembangan, Selangor, 43300, Malaysia.

 

Please see the book here:- https://doi.org/10.9734/bpi/crbme/v9/8526E