The Effectiveness Of Search Engine Optimization (SEO) In Marketing: A Meta-Anlysis Study

Abstract

This study aims to examine the effectiveness of the use of Search Engine Optimization (SEO) in digital marketing strategies through a comprehensive meta-analysis study. By collecting and analyzing data from previous studies involving SEO as a marketing tool, this study evaluated the extent to which SEO can improve online visibility, website traffic, and ultimately sales conversions. The results of a meta-analysis of 10 studies conducted between 2022 and 2024 show that the implementation of SEO is consistently associated with a significant increase in organic search rankings and website traffic with an effect size (d) value of 1.049 in the high effect size category. Further analysis revealed that variables such as content quality, keyword optimization, and backlinks have a significant influence on SEO effectiveness. This research provides empirical evidence that supports the implementation of SEO as a crucial component of digital marketing strategies, while also offering insights into best practices and factors that influence SEO success. With these results, practitioners and academics can better understand how SEO strategies can be optimized to achieve maximum results in an increasingly competitive digital environment.

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COSTING: Journal of Economic, Business and Accounting
Volume 7 Nomor 5, Tahun 2024
e-ISSN : 2597-5234
THE EFFECTIVENESS OF SEARCH ENGINE OPTIMIZATION (SEO) IN
MARKETING: A META-ANLYSIS STUDY
Paul Usmany1*, Rima Rachmawati2, Elismayanti Rembe3, Fryan Sopacua4, Tomi Apra Santosa5, Andi
Harmoko Arifin6, Arie Fitria7, Suhardi8
1,4Universitas Pattimura, Indonesia
2 Uversitas Widyatama, Indonesia
3 STAIN Mandailing Natal, Indonesia
5Akademi Teknik Adikarya, Indonesia
6 Universitas Terbuka, Indonesia
7 UIN Raden Intan Lampung, Indonesia
8Universitas Pertiba, Indonesia
*Corresponding email:paul.sopacua@gmail.com
ABSTRACT
This study aims to examine the effectiveness of the use of Search Engine Optimization (SEO) in digital marketing
strategies through a comprehensive meta-analysis study. By collecting and analyzing data from previous studies
involving SEO as a marketing tool, this study evaluated the extent to which SEO can improve online visibility,
website traffic, and ultimately sales conversions. The results of a meta-analysis of 10 studies conducted between
2022 and 2024 show that the implementation of SEO is consistently associated with a significant increase in
organic search rankings and website traffic with an effect size (d) value of 1.049 in the high effect size category.
Further analysis revealed that variables such as content quality, keyword optimization, and backlinks have a
significant influence on SEO effectiveness. This research provides empirical evidence that supports the
implementation of SEO as a crucial component of digital marketing strategies, while also offering insights into
best practices and factors that influence SEO success. With these results, practitioners and academics can better
understand how SEO strategies can be optimized to achieve maximum results in an increasingly competitive
digital environment.
Keywords: Search Engine Optimization; Pemasaran Digital; Effect Size; Meta-analysis
INTRODUCTION
In today's digital era, digital marketing has
become an important element in every company's
business strategy(Zhang & Cabage, 2017). Digital
transformation has changed the way companies
communicate and interact with their customers.
Digital marketing not only allows companies to
reach a wider audience but also provides an effective
platform for more personalized and direct
interactions. Through various channels such as
social media, email, search engines, and websites,
digital marketing facilitates more accurate market
segmentation and efficient targeting. This allows
businesses to tailor their messaging and offer
directly to the specific needs and wants of specific
customer groups, increasing the likelihood of
customer conversion and retention (Spais, 2010).
Digital marketing offers an edge when it
comes to analyzing and measuring campaign
effectiveness with real-time data. Companies can
track customer responses and behaviors instantly,
allowing for quick and precise adjustments to
marketing strategies to increase ROI. Digital
analytics tools provide in-depth data on customer
demographics, interactions, and preferences, which
assists businesses in making more informed
decisions(Lukito et al., 2015). With these
advantages, digital marketing not only increases
visibility and reach but also allows companies to
stay competitive in an ever-evolving and often
unpredictable market.
In the context of digital marketing, Search
Engine Optimization (SEO) plays a critical role as
the main driver in increasing the online visibility of
a business. SEO is an optimized technique to ensure
that a website appears at the top of the search engine
results pages (SERPs) for a particular keyword (.
Khraim, 2015). This is especially important
considering that most internet users tend not to see
more than the first page of search results. With
effective SEO techniques, companies not only
increase traffic to their websites but also increase the
chances of attracting relevant and potential potential
customers. It directly supports digital marketing
efforts by ensuring that business messages and offers
reach the most appropriate audience (Khraim, 2015).
SEO also facilitates the achievement of better data
analysis which is an integral part of an effective

2024. COSTING:Journal of Economic, Business and Accounting 7(5):807-811
808
digital marketing strategy. By using SEO tools and
techniques, businesses can gain insights into the
most searched keywords and most effective at
attracting traffic. This information not only helps in
optimizing content and marketing strategies but also
in doing more precise segmentation and target
markets. As a result, the integration of SEO in digital
marketing not only strengthens a company's online
position but also improves the overall efficiency of
marketing campaigns, maximizes ROI, and supports
sustainable growth (Kai Li et al., 2014).
The rapid growth of SEO in recent years is
inseparable from the evolution of technology and
changes in consumer behavior in using the internet.
Along with the increasing number of internet users
and the existence of online businesses (Berman &
Katona, 2020), SEO has grown to become a must for
any company that wants to stand out in a highly
competitive market. Now, SEO does not only focus
on choosing the right keywords or building
backlinks, but also involves technical optimization
of the website, improving the user experience, and
customizing relevant and high-quality content.
Innovations in search engine algorithms that are
constantly being updated are forcing SEO
practitioners to constantly learn and adapt their
strategies to stay effective.
The growth of SEO is also influenced by
business recognition of the value of big data and
analytics in strategic decision-making
(Lewandowski et al., 2021). With advance d
analytics tools in place, companies can monitor their
SEO performance in real-time, understand visitor
behavior, and adjust marketing tactics to achieve
more optimal results. This not only improves their
position in search engine search results but also
helps in identifying new opportunities and
anticipating future challenges. As such, SEO has
evolved from a mere marketing technique to an
integral element of a holistic business strategy,
which supports not only increased traffic but also
conversions and customer loyalty.
While digital marketing offers a wide range
of opportunities for business growth, a number of
significant challenges remain that often hinder its
success. One of the main issues is data security and
user privacy, which is a major concern amid
increasing cyber threats and data leaks (Chen et al.,
2024.). Companies must be careful in managing and
protecting customer data to avoid breaches that
could damage customer reputation and trust.
Additionally, the flood of information and
advertising often leads to information fatigue among
consumers, making it increasingly difficult to attract
attention and maintain user engagement. With the
rapid changes in search engine algorithms and social
media platforms, businesses are also faced with the
challenge of constantly updating and adjusting their
digital marketing strategies to stay relevant and
effective in this highly competitive environment.
Research on Search Engine Optimization
(SEO) has grown rapidly, but there is still a lack of
a comprehensive and systematic study of overall
SEO effectiveness. Many existing studies tend to
focus on specific aspects, such as the influence of
keywords or backlinks, without considering the
complex interplay between various SEO factors and
their impact on business results holistically
(Hidayanto et al., 2012). In addition, the rapid and
continuous changes in search engine algorithms
make it difficult to draw long-term conclusions from
the studies conducted. Therefore, a more systematic
research approach is needed that not only integrates
the different dimensions of SEO but also examines
its impact on business performance in different
industries and market contexts. This kind of study
will be invaluable in optimizing SEO strategies to
generate sustainable and significant profits
(Mladenović et al., 2022).
Previous research has shown that Search
Engine Optimization (SEO) is an important
component of an effective digital marketing strategy.
A study by Chaff ey and Ellis -Chadwick (2016)
found that companies that implement SEO
techniques effectively can significantly increase
website traffic, which in turn contributes to
increased sales and profits. The study also highlights
that SEO is not only important in increasing brand
visibility but also in building consumer credibility
and trust. The use of relevant keywords and the
creation of quality content are considered key
factors in influencing the ranking of web pages in
search results, which directly affects consumers'
purchasing decisions (Niranjika & Samarasinghe,
2019).
Furthermore, research by Fishkin (2018)
revealed that SEO continues to evolve as a result of
changes in search engine algorithms carried out by
service providers such as Google. The study
emphasizes the importance of continuous adaptation
to the latest SEO practices to maintain and improve
site rankings. Fishkin also explores the relationship
between SEO and user experience (UX), pointing
out that search engines are now prioritizing sites that
not only contain relevant keywords but also provide
a satisfying user experience. This reflects a shift
from old manipulative techniques to an approach
that focuses more on content quality and user
satisfaction.
RESEARCH METHODS
This The method used in this study is a meta-
analysis study that examines various previous
studies on the effectiveness of SEO in marketing.
Meta-analysis is research that collects and analyzes
previous research quantitatively (Utomo et al., 2023;
Putra et al., 2023; Ta mur an d Junad i, 2 020 ; Zulkifli
et al., 2022; Oktarina et al., 2021). Data for the
analysis was collected from a variety of sources that

2024. COSTING:Journal of Economic, Business and Accounting 7(5):807-811
809
included peer-reviewed journal articles,
conferences, and industry reports published between
2022 and 2024. The inclusion criteria for this study
were defined based on the material's relevance to
SEO, methodological clarity, and availability of
empirical data. After the initial selection process, as
many as 50 studies met the criteria and were
included in the analysis. The data from these studies
is then extracted and categorized based on key
variables such as the type of industry, the SEO
strategy used, and the success metrics measured.
Data analysis was carried out using a quantitative
approach with meta-analysis techniques. It involves
using a random effects model to combine the results
from selected studies, allowing for a more general
assessment of SEO effectiveness across various
contexts. Statistical software is used to calculate the
size of the combined effect and test the homogeneity
between the studies. The analysis also included
sensitivity testing to evaluate the strength of the
findings and the potential bias of the publication. In
this way, the study aims to provide a comprehensive
and reliable synthesis of the impact of SEO on
digital marketing, clarifying its effectiveness in
improving business visibility and performance.
Selanjutnya, kriteria nilai effect size dalam
penelitian ini dapat dilihat pada Tabel 1.
Ta be l 1 . Nilai Effect Size
Classification
Criteria
Weak Effect Size
0 untill 0.1
Modest Effect Size
< 0.3
Medium Effect Size
< 0.5
Strong Effect Size
< 0.8
Very Strong effect size
≥ 0.8
Source :(Yusuf, 2023)
RESULTS AND DISCUSSIONS
From the search of the journal database, 10
relevant publications were obtained and included in
this meta-analysis data. Furthermore, the data is
calculated by the effect size value and the standard
error which can be seen in Table 2.
Ta be l 2 . Effect Size and Standard Error
No
Kode
Jurnal
Effect
Size
Standar
Error
Kriteria
1
P1
1.03
0.32
Ve r y
Strong
2
P2
0.91
0.41
Ve r y
Strong
3
P3
1.92
0.32
Ver y
Strong
4
P4
2.05
0.41
Ve r y
Strong
5
P5
0.47
0.33
Medium
6
P6
0.88
0.29
Ve r y
Strong
7
P7
1.13
0.43
Ve r y
Strong
8
P8
1.07
0.37
Ve r y
Strong
9
P9
0.62
0.30
Medium
10
P10
0.72
0.23
Medium
Berdasarkan Tabel 2, hasil analisis 10
publikasi nilai effect size berkisar 0.47 hingga 2.05
dan standar error 0.23 hingga 0.43. Menurut kriteria
effect size Cohen’s (Borenstein et al., 2009) terdapat
3 publikasi ( 30 %) nilai effect size medium dan 7
publikasi (70 %) nilai effect size very strong.
Selanjutnya, menghitun nilai mean effect size
dengan random effect model yang dapat dilihat pada
Tab el 3.
Ta be l 3 . Summary/ Mean Effect Size
Effect
Size
(d)
Standar
error
Z
p
Intercept
1.049
0.161
6.522
<.001
Tab le 3 , the mean e ffect size ( d) v alue is
1.049 with a standard error of 0.161. These findings
conclude that the implementation of SEO is
consistently associated with significant
improvements in organic search rankings and
website traffic with a very strong effect size category
with z = 6.522 and p < 0.001. In this study, it
explores the effectiveness of SEO in improving the
visibility and performance of online marketing. SEO
is the process of optimizing web content to rank
higher on search engines like Google. With the
increasing use of the internet to search for
information and products, a good position in search
results greatly affects the success of a business. The
study shows that effective SEO can increase the
number of website visitors, potentially leading to
increased sales and customer loyalty (Mladenović et
al., 2022).
The importance of high-quality content in
SEO. Search engines are getting smarter at assessing
the quality of content, so only relevant, informative,
and engaging content ranks high. Research shows
that websites with content that is constantly updated
and has added value for visitors tend to have better
SEO performance (Zhang & Cabage, 2017). Blog
articles, videos, and infographics are some examples
of content that can increase user engagement and
visit time, which in turn, can improve SEO rankings.
SEO not only has an impact on visibility and traffic,
but also on business trust and credibility (Ramya et
al., 2018). Websites that appear on the first page of
search results tend to be considered more credible by
users. In addition, backlinks from reputable websites
also increase domain authority, which is an
important factor in SEO rankings (Lukito et al.,
2015). In conclusion, effective SEO is a combination
of content strategy, technical optimization, and good
online reputation management. Investing in

2024. COSTING:Journal of Economic, Business and Accounting 7(5):807-811
810
sustainable SEO can provide significant long-term
results for businesses in the form of increased
visibility, traffic, and conversions.
CONCLUSION AND SUGGESTION
From the results of this study, it can be
concluded that the implementation of SEO is
consistently related to a significant increase in
organic search rankings and website traffic with an
effect size value (d) of 1.049 in the high effect size
category. Further analysis revealed that variables
such as content quality, keyword optimization, and
backlinks have a significant influence on SEO
effectiveness. This research provides empirical
evidence that supports the implementation of SEO
as a crucial component of digital marketing
strategies, while also offering insights into best
practices and factors that influence SEO success.
With these results, practitioners and aca demics can
better understand how SEO strategies can be
optimized to achieve maximum results in an
increasingly competitive digital environment.
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