Search engine optimization as a strategy and its effectiveness in positioning retail brands in Peru

Abstract

This study focuses on the effectiveness of the Search Engine Optimization (SEO) strategies in increasing the positioning of retail brands in Peru. The study used a mixed approach, with consumer focus groups to analyze browsing trends. For SEO metrics were taken from: majestic.com, gtmetrix.com, sitioweb.grader.com, among others. A total of 642 questionnaires were administered, validated by Cronbach’s alpha of 0.948. The analysis using the multiple ordinal regression model allowed us to examine the positioning of SEO as a strategy to improve the CBP (Classic Brand Positioning). The findings reveal that both strategies are not dependent, but complementary. The SEO can be a powerful tool for increasing a brand’s initial visibility, while CBP ensures that such visibility translates into long-term trust and loyalty. SEO is more tactical and results-oriented, while CBP builds value over time. Finally, both strategies can be integrated. It would be a combination strategy of SEO to complement with real positioning marketing in the mind of the consumer.