Identify the Impact of SEO on User engagement in E-Commerce Platforms

Abstract

This research investigates the impact of Search Engine Optimization (SEO) on user engagement in e-commerce platforms, addressing a critical need in the digital marketplace. With the e-commerce sector becoming increasingly competitive, understanding how SEO factors influence user behaviour is vital for businesses seeking sustainable growth. The study examines four independent variables, Media Quality, Information Quality, Keyword Optimization, and Links/URLs, to determine their effect on the dependent variable, User Engagement. This research fills a significant knowledge gap in the broader literature on digital marketing and consumer engagement by identifying actionable insights into how SEO practices can enhance user interaction, satisfaction, and retention. The study adopts a deductive research approach and data are collected by means of a quantitative survey. The sample was obtained by a structured questionnaire from 384 e-commerce users in Sri Lanka. Statistical techniques, including reliability analysis, correlation analysis and ordered probit regression analysis, were used for data analysis. Statistical analysis was done with the help of SPSS software, making its result valid and authentic. The research establishes that all four independent variables influence user engagement in e-commerce platforms. Media Quality was established as significant. It further showed that items such as images and videos improved user attractiveness and engagement. Information Quality also revealed a positive impact, though significant at p<0.05, where users expressed a preference for timely, accurate, relevant, and readily understandable information that assists in decision-making and builds users’ trust. Keyword Optimization was identified to assist in enhancing the platform's reach and attaining more organic traffic and, therefore, engagement. Imagery also showed a perfect predictive relation and underscored the need for readily accessible and clean Links/URLs in order to optimize the level of user satisfaction and activity. The research results support the proposition that SEO activities play a significant role in mediating the user experience and encouraging interaction within e-commerce contexts. There are several limitations inherent in the study. First of all, Although the sample size of the study comprised 384 participants, slightly heterogeneous, it cannot be said that it is highly generalizable to all users of e-commerce platforms. Also, the study is carried out in a time-wiped snapshot, which makes it difficult to determine the differences in results between different periods. Another potential source of bias is survey data; it also lacks the possibility to study the changes of user engagement over time. Last, employing certain statistical techniques, namely, ordered probit regression might hamper the generization of the findings to other settings. There should be high-quality media assets with concepts relevant and clear to information seekers, and SEO must match users’ habits. Moreover, it is vital to keep well organized hyperlink and URL`s for the better site navigation and accessibility. This research should be extended further to investigate other new SEO trends that may include voice search and AI, among other techniques to improve user engagement techniques.