The Impact of Search Engine Optimization Strategies on Enhancing Brand Awareness: An Empirical Study of Ecommerce Users in the Gulf Cooperation Council Market

Abstract

The effect of SEO strategies on brand awareness amongst ecommerce consumers in the GCC market is investigated in the current study. In the context of quantitative and descriptive analytical, cross-sectional research design, the data were obtained via an online questionnaire administered to convenience sampled individuals who have made purchases on regional ecommerce websites (Shein, Temu, Namshi, Noon, iHerb, Max Fashion). 48 usable questionnaires were gathered. The concept of SEO strategy was operationally defined by content optimization, link building, technical SEO, and keyword optimization/accessibility factors. The concept of brand awareness was defined by brand recognition and brand recall factors. Data analyses were conducted using the SPSS version 26 package, which involved descriptive statistics, one sample t-tests, Pearson correlations for validation, Cronbach's alpha coefficient for reliability, and multiple linear regression. The regression equation proved to be statistically significant, F(4, 43) = 28.849, p < .001, accounting for 72.9% of the variance in brand awareness (R = .854, R² = .729, adjusted R² = .703). Content optimization (β = .578, p < .001), link building (β = .396, p < .001), and technical SEO (β = .360, p < .001) were identified as positive, statistically significant predictors of brand awareness while keyword optimization/accessibility was not (β = .018, p = .835). The results indicate that the content quality, credibility of the backlink profile, and technical performance of websites have stronger association with brand awareness in the studied sample than keyword activities alone. Managerial and theoretical implications, limitations of the study (small nonprobability sample size and exploratory nature of reliability of two-item subscales), and future research recommendations are provided.