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 that used widely 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 marketing as well as to examine the impact of SEO dimensions on online ad-vertisement. A questionnaire was distributed personally on 121 companies in Jordan. Out of 121, only 102 com-panies 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 connectivity, SEO competitiveness, SEO experience and SEO techniques. Results show that SEO connectivity was not significant, while the remaining three dimensions were all significant.