Search engine optimisation (SEO) strategy as determinants to enhance the online brand positioning [version 2; peer review: 1 approved, 1 approved with reservations]

• Published in: F1000 research Vol. 11; p. 714
• Main Authors: Ahmad, Umar Faruq, Mahdee, Junainah, Abu Bakar, Normazalila
• Format: Journal Article
• Language: English
• Published: London Faculty of 1000 Ltd 2022; F1000 Research Ltd
• Subjects: brand; Brands; Competition; Competitive advantage; determinants; Digital marketing; eng; Entrepreneurs; Hypotheses; Internet; Keywords; Market positioning; Market strategy; marketing; online; positioning; Search engines; SEO; Social networks; Success; Surveys; marketing; determinants; positioning; online; SEO; strategy; brand
• ISSN: 2046-1402; 2046-1402
• DOI: 10.12688/f1000research.73382.2

Background
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
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
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
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.