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
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 link:- https://doi.org/10.9734/bpi/crbme/v9/8526E
