ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
Search Engine Optimization as a strategy and its effectiveness in positioning retail brands in Peru
Provisionally accepted
JOSÉ LINARES CAZOLA
NATHALÍ PANTIGOSO LEYTHON*- Academic Department of Management and International Business, Universidad Cesar Vallejo, Chimbote., Perú, Peru
Select one of your emails
You have multiple emails registered with Frontiers:
Notify me on publication
Please enter your email address:
If you already have an account, please login
You don't have a Frontiers account ? You can register here
This study focuses on the effectiveness of the Search Engine Optimization (SEO) strategies in increasing the positioning of retail brands in Peru. The study used a mixed approach, with consumer focus groups to analyze browsing trends. For SEO metrics were taken from: majestic.com, gtmetrix.com, sitioweb.grader.com, among others. A total of 642 questionnaires were administered, validated by Cronbach's alpha of 0.948. The analysis using the multiple ordinal regression model allowed us to examine the positioning of SEO as a strategy to improve the CBP (Classic Brand Positioning). The findings reveal that both strategies are not dependent, but complementary. The SEO can be a powerful tool for increasing a brand's initial visibility, while CBP ensures that such visibility translates into long-term trust and loyalty. SEO is more tactical and results-oriented, while CBP builds value over time. Finally, both strategies can be integrated. It would be a combination strategy of SEO to complement with real positioning marketing in the mind of the consumer.
Keywords: Marketing1, branding2, consumers3, electronic commerce4, SEO5
Received: 03 Oct 2025; Accepted: 17 Nov 2025.
Copyright: © 2025 LINARES CAZOLA and PANTIGOSO LEYTHON. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: NATHALÍ PANTIGOSO LEYTHON, npantigosol@ucvvirtual.edu.pe
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.