Influence of Search Engine Optimization (SEO) Towards Purchase Intention of Online Shoppers

Abstract

Search Engine Optimization (SEO) has been a preferred and accessible way of marketing products and services by businesses primarily due to the pandemic's limitations. E-commerce platforms like Zalora's marketing approach heavily rely on search engine optimization and the quality of service it offers [Yousef, 2021]. However, web traffic and customer click-through rates do not necessarily result in purchase intention. This study aimed to assess customers' pre-purchasing intent by measuring the search engine optimization (SEO) engagement rate parameters of Zalora and identifying the factors that encourage customer purchase intention. Thus, the quantitative analysis allowed the measurement of customer engagement and purchase intention. The researchers examined the influence of SEO through Stratified Random Sampling and distributed online and printed survey questionnaires to three hundred seventy-five (375) online shoppers within Region III (Central Luzon), specifically Bulacan, Pampanga, and Tarlac. The findings stated that the factors of Quality Content, Website Interface, and Ranking Algorithm have a p-value of less than 0.05 with a probability of 0.0000, significantly influencing online shoppers' purchase intention. Aside from needs and wants, factors such as promos, visible prices, and ecstatic promotional statements within the URL link entice customers to view and purchase from the search results upon browsing the web. Thus, it provides vital information businesses could utilize to select keywords to include in their clickable search results.