How Does Search Engine Optimization Affect Outcomes of Electronic Marketing Strategy?

Along with the increasing number of internet users in Indonesia, companies are starting to focus on using the Internet to market their products. To help the e-marketing function, Search Engine Optimization (SEO) is one very important thing. This paper aims to examine the effect of SEO on electronic marketing results. An online survey was used to collect data, which was then analysed using IBM SPSS approach and Partial Least Squares Structural Equation Modelling (PLS-SEM). The outcomes showed that information quality and system quality had a significant positive effect on product customisation. In addition, product customisation had a positive and significant relationship with the availability of many choices. This study suggests that companies consider and evaluate the effect of SEO on the perceived effectiveness of E-marketing by consumers. It also provides additional knowledge to innovate and ensures consumers get better service continuously. The digital marketer should monitor consumer behaviour and consumption patterns based on their search keywords in the search engine on a regular basis.