The Impact of Search Engine Optimization on Online Advertisement: The Case of Companies using E-Marketing in Jordan

Abstract

Search Engine Optimization (SEO) is an Internet marketing strategy and a widely used process for improving the volume and quality of customer traffic to a company website through search engines. This research aims to explore the importance and benefits of SEO in E-marketing as well as to examine the impact of SEO on online advertisement. A questionnaire was distributed personally on 121 companies utilizing E-marketing in Jordan. Out of 121, only 102 companies completed and returned the questionnaire, which give 72% response rate. Factor Analysis provided four dimensions which were used later in Multiple Regression. Those factors were named as; SEO strategies, SEO competitiveness, SEO experience and SEO techniques. Results show that SEO strategies were not significant, while the remaining three dimensions were all significant.