Title: Search engine optimisation strategies: a comprehensive literature review and practitioner insights

Authors: Jun-Cheng Chen

Addresses: TBS Education (Toulouse Business School, Paris Campus) 13-15 Rue Saint-Lambert, Paris, France

Abstract: In the realm of contemporary digital marketing strategies, the pivotal role of search engine optimisation (SEO) remains prominent even after nearly 30 years of development. Corporate executives are eager to understand whether SEO can indeed have a favourable and measurable impact on their business performance and, more importantly, how to implement it effectively and efficiently. However, there is a significant lack of scholarly literature addressing the comprehensive execution of SEO strategies. This study aims to fill that critical gap by synthesising academic research and interviews with SEO professionals, thus drawing comparisons between scholarly insights and real-world business practices. The objective of this study is to establish a comprehensive definition and boundaries of SEO through an analysis of online media and academic literature and to propose practical steps for successfully implementing SEO across industries. The interviewees, who include SEO consultants, in-house SEO practitioners, and digital marketers, provide valuable perspectives on the subject. The findings of this investigation offer a refined understanding of SEO, supported by the presentation of a four-step execution strategy. Beyond academic discourse, these insights serve as practical tools for managers, enhancing their decision-making processes in alignment with broader corporate objectives.

Keywords: search engine optimisation; SEO; search engine marketing; SEM; user intent; ranking factor.

DOI: 10.1504/EMJM.2024.144337

EuroMed Journal of Management, 2024 Vol.6 No.4, pp.294 - 318

Received: 17 Aug 2024
Accepted: 24 Sep 2024
Published online: 07 Feb 2025 *

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