Impact of Business Analytics Driven SEO Techniques on Website Traffic and Conversion Rate

Z. Sanjana; V. Darling Selvi

doi:10.34293/management.v13iS1-i1-May.10916

Z. Sanjana II MBA, Department of Management Studies St. Xavier’s Catholic College of Engineering (Autonomous) Chunkankadai, Nagercoil, Kanyakumari, TamilNadu, India
V. Darling Selvi Professor and Head, Department of Management Studies St. Xavier’s Catholic College of Engineering (Autonomous) Chunkankadai, Nagercoil, Kanyakumari, TamilNadu, India

DOI: https://doi.org/10.34293/management.v13iS1-i1-May.10916

Keywords: Keyword Analysis, Predictive Modelling, SEO Techniques, Website Traffic, Conversion

Abstract

Search engine optimization plays a major role in todays online business.This study examines the impact of business analytics driven Search Engine Optimization (SEO) techniques on website traffic and conversion rates, using 24 months of historical data from Dextra Technologies in Chennai. By leveraging advanced analytical tools such as SPSS and Python, the research evaluated various SEO metrics including keyword rankings, backlinks, page load speed, and mobile responsiveness. The methodology employed comprehensive statistical techniques, including Pearson Correlation, ARIMA time-series forecasting, and seasonal decomposition to identify patterns and predict future performance. Predictive modelling indicates a continued exponential growth in traffic, while logarithmic trendlines suggest that further reductions in bounce rate will yield even higher conversion gains. The study demonstrates that integrating business analytics with SEO strategies systematically transforms website visibility into high-intent user engagement, fundamentally improving conversion efficiency and ROI.