The Role of Search Engine Optimization in acquiring traffic for an E-commerce website: case study Barbaros E-Commerce And Shopping

Abstract

The internet has changed completely the culture of buying things and looking for information, and from a broader perspective, it changed how companies and brands should interact with their clients, and get them what they need. With 81.5% of internet users searched online for a product or service to buy, many companies as a consequence are currently using different techniques and strategies in order to meet their clients' needs. While there are a lot of marketing strategies that can be followed to improve the overall performance of a company, some are paid or sponsored, others are not paid or natural, Among these unpaid techniques is "Search Engine Optimization", which focuses generally on optimizing the performance of a website in the search engine results like Google or Bing and generating organic traffic. And since the online presence of a company or a business is a crucial part of its success and an indispensable element of meeting today's customer needs, and based on an important objective of Barbaros E-commerce and Shopping of acquiring more users to its website, this paper discusses the role of search engine optimization on improving the ranking of an E-commerce website in the SERP of Google, and therefore generating more organic traffic, taking advantage of the opportunities found in the digital world and the transformation of customers toward seeking their wants and needs online . We have examined the role by implementing some SEO techniques like indexing and On-site factors and then measuring and analyzing the results obtained by using some digital solutions, following the international research model "Action research" to pursue our objective behind this study and answer the problematic of the research.