Big Data Marketing Strategies for Superior Customer Experience by Saura Jose Ramon

Author:Saura Jose Ramon
Language: eng
Format: epub
Publisher: Business Science Reference

Chapter 7

SEO Through the E-Costumer Journey

Ana Fernández López

Rey Juan Carlos University, Spain

ABSTRACT

In a paradigm governed by information and communication technologies, consumers reach online businesses and e-commerces thanks to search engines. SEO techniques play a fundamental role in the success of businesses as these techniques improve the appearance on first positions on search engines. Through a systematic literature review following the PRISMA method, the authors have identified the different factors that affect organic positioning in the Google search engine and their relevance to the algorithm. Afterwards, the factors analyzed were linked to the customer journey. For this purpose, the SEO factors to be implemented throughout the phases of the customer journey were determined, taking into account their optimization for the Google algorithm and the customer experience (UX). The results serve as a guide for both web developers and online store owners in the design of their SEO strategies taking into consideration the client's needs.

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