Search engine optimisation (SEO) strategy as determinants to enhance the online brand positioning.

Humans Search Engine / methods Internet Marketing / methods Surveys and Questionnaires Commerce / methods Entrepreneurship
SEO brand determinants marketing online positioning strategy

Journal

F1000Research
ISSN: 2046-1402
Titre abrégé: F1000Res
Pays: England
ID NLM: 101594320

Informations de publication

Date de publication:
2022
Historique:
accepted: 19 01 2024
medline: 6 5 2024
pubmed: 6 5 2024
entrez: 6 5 2024
Statut: epublish

Résumé

Marketers face evolution of online brand positioning marketing strategy due to changes of search engine algorithm that affects the reaching out of brands to potential internet users. Brand owners realise that to be relevant in modern market, they need to transition and focus more into 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.  A brand can be considered as old fashioned if it does not utilise the SEO as their marketing strategy, in penetrating the online marketplace. Various studies have analysed factors that can enhance the persistency of using the SEO strategy, however gaps remain regarding the relationship of this strategy with the online brand positioning. The main aim of this study was 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. This study applies quantitative design using 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. Based on the results of this study, most online entrepreneurs have somewhat realised the effects of using the SEO strategy to enhance effectiveness of online brand positioning. 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. 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.

Sections du résumé

Background UNASSIGNED
Marketers face evolution of online brand positioning marketing strategy due to changes of search engine algorithm that affects the reaching out of brands to potential internet users. Brand owners realise that to be relevant in modern market, they need to transition and focus more into 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.  A brand can be considered as old fashioned if it does not utilise the SEO as their marketing strategy, in penetrating the online marketplace. Various studies have analysed factors that can enhance the persistency of using the SEO strategy, however gaps remain regarding the relationship of this strategy with the online brand positioning. The main aim of this study was 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 UNASSIGNED
This study applies quantitative design using 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 UNASSIGNED
Based on the results of this study, most online entrepreneurs have somewhat realised the effects of using the SEO strategy to enhance effectiveness of online brand positioning.
Conclusion UNASSIGNED
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 UNASSIGNED
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.

Identifiants

DOI: 10.12688/f1000research.73382.2 PMID: 38708191 PMC: PMC11066527
pubmed: 38708191
doi: 10.12688/f1000research.73382.2
pmc: PMC11066527
doi:

Types de publication

Journal Article Research Support, Non-U.S. Gov't

Langues

eng

Sous-ensembles de citation

IM

Pagination

714

Informations de copyright

Copyright: © 2024 Ahmad UF et al.

Déclaration de conflit d'intérêts

No competing interests were disclosed.

Auteurs

Umar Faruq Ahmad (UF)

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

Junainah Mahdee (J)

Faculty of Management, Multimedia University, Cyberjaya, Selangor, 63100, Malaysia.
ORCID: 0000-0002-8746-4662

Normazalila Abu Bakar (N)

MM Smart Earth Resources, Seri Kembangan, Selangor, 43300, Malaysia.

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Classifications MeSH

questionsmedicales.fr › Eucaryotes › Animaux › Chordés › Vertébrés › Mammifères › Eutheria › Primates › Haplorhini › Catarrhini › Hominidae › Humains › Search engine optimisation (SEO) strategy as...
questionsmedicales.fr › Sciences de l'information › Mémorisation et recherche des informations › Moteur de recherche › Search engine optimisation (SEO) strategy as...
questionsmedicales.fr › Sciences de l'information › Méthodologies informatiques › Systèmes informatiques › Réseaux de communication entre ordinateurs › Internet › Search engine optimisation (SEO) strategy as...
questionsmedicales.fr › Technologie, industrie et agriculture › Commerce › Marketing › Search engine optimisation (SEO) strategy as...
questionsmedicales.fr › Environnement et santé publique › Santé publique › Méthodes épidémiologiques › Collecte de données › Enquêtes et questionnaires › Search engine optimisation (SEO) strategy as...
questionsmedicales.fr › Technologie, industrie et agriculture › Commerce › Search engine optimisation (SEO) strategy as...
questionsmedicales.fr › Administration des services de santé › Organisation et administration › Innovation organisationnelle › Entrepreneuriat › Search engine optimisation (SEO) strategy as...