Optimizing Digital Business Growth Through Effective Search Engine Optimization Practices

Abstract

This study examines the role of Search Engine Optimization (SEO) in supporting digital business growth within an increasingly competitive online environment. As digital transformation accelerates, many businesses continue to face challenges related to limited online visibility, low search engine rankings, and intense market competition. To address these issues, this research investigates the influence of four key SEO dimensions keyword optimization, content quality, technical SEO, and backlink strategy on digital business growth, measured through website traffic, brand visibility, customer engagement, and online sales performance. A quantitative research approach was employed, with data collected through structured questionnaires distributed to business owners and digital marketing practitioners and analyzed using multiple regression analysis. The results indicate that SEO significantly contributes to digital business growth, with content optimization demonstrating the strongest positive effect (β = 0.312, p < 0.001), followed by technical SEO (β = 0.287, p = 0.001) and backlink strategy (β = 0.254, p = 0.003). Furthermore, the regression model explains 55.1% of the variance in digital business growth (R² = 0.551), indicating substantial predictive capability. These findings suggest that integrated SEO practices enhance online visibility, attract potential customers, increase customer engagement, and improve sales performance. Therefore, SEO should be regarded as a strategic component of digital marketing initiatives that enables businesses to strengthen competitiveness, support sustainable growth, and achieve long-term success in the evolving digital marketplace