چكيده به لاتين
In the digital age, and especially in Iran's economic conditions and after the Coronavirus outbreak, most businesses have tended to continue their activities in the online form. But superiority in this field, despite the intense competition and without borders, can be achieved only by observing technical and scientific principles. In the online business, the Internet provides the platform for advertising, and in the digital age, social media and search engine optimization are the cornerstones of successful marketing strategies in any business.
So far, studies have focused on the impact of SEO on the website ranking and its position in search engines. Sure, high SEO positioning certainly leads to more traffic and possibly more sales, but this doesn't always lead to the desired result.
This study examines the effect of search engine optimization on the promotion mix, which is a key element of the marketing mix, in some online stores (small and medium businesses) in Iran.
In this research, initially, the SEO method of stores was collected through a questionnaire. Also, based on the implemented researches, it was were divided the SEO thinking of these websites into three dimensions: SEO experience, SEO technique, and SEO competitiveness.
By comparative analysis of promotion mix factors, using charts of factors based on the Alexa ranking of sites, it was concluded that the websites which perform better in terms of search engine optimization, are also more successful in other factors, such as increasing the number of customers, number of orders, website traffic, and visiting time. Furthermore, the dominant thinking of successful online stores in this study has been SEO competitiveness, which shows the importance of this thinking in promotion process.
