Impact of SEO Marketing on Business Performance At Toptech Developer, Chennai

S. Karthick; S. Joyse Rebecca

doi:10.34293/management.v13iS1-i1-May.10972

S. Karthick II MBA, Department of Management Studies, St. Xavier’s Catholic College of Engineering (Autonomous) Chunkankadai, Nagercoil, Kanyakumari, Tamil Nadu, India
S. Joyse Rebecca Assistant Professor, Department of Management Studies, St. Xavier’s Catholic College of Engineering, (Autonomous) Chunkankadai, Nagercoil, Kanyakumari, Tamil Nadu, India

DOI: https://doi.org/10.34293/management.v13iS1-i1-May.10972

Keywords: Business Performance, Customer Engagement, Digital Marketing, Lead Generation, SEO Marketing, Toptech Developer, Website Traffic

Abstract

With the digital era of today, search engine optimization (SEO) has become an essential part of the marketing plan for service-based businesses. This research explores how SEO marketing affects the performance of a business at Toptech Developer, Chennai. The study aimed to analyze the three main objectives that they are SEO strategies used by the company, the relationship between the use of SEO practices and the generation of leads and sales performance. The primary data collected and the number of respondents were 120 individuals who responded to a structured Likert scale questionnaire. The statistical tools used were One-Way ANOVA and Spearman’s Rank Correlation at 5-percent significance level with SPSS software. The results of the One-Way ANOVA showed that there were significant differences in perception of the SEO strategies between the age groups (F = 14.851, p = 0.000). Spearman’s Correlation revealed that four variables of the SEO practice (Content Quality & SEO (???????? = .309), On page SEO Strategies (???????? = .293), SEO & Brand Visibility (???????? = .272), and SEO Tools Utilization (???????? = .203) were found to be significantly correlated with educational qualification. Based on the findings of the study, it is concluded that SEO marketing is a critical component for the performance of the business as it helps in increasing the visibility of the business online, increase customer engagement, and improve lead generation.
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