Page 104 - MARSIUM'21 COMP OF PAPER

81 Nadia Safian (2021)

According to Lavene (2010), a search engine is a complex piece of software that can be compared with search engines
that visit multiple websites and their pages and help search engines find important data. Search engine optimization (SEO) can be
defined as a mechanism that enables search engines to obtain the most relevant results from their online searches. SEO also helps
marketers by showing their relevant ads to the right people at the right time and in the right place. Place your ads on the search
results page of search engines, improve the quality factor, make it more meaningful, and be more compatible and convenience to
conduct (Sen, 2005). Many scholars have illustrated on the importance of search engine optimization towards business function.
The search engine acts as an intermediary between the buyer and the website. Most likely, it will provide buyers with links to the
most popular quality pages among organic pages. In order to rank websites, web search tools rank each website according to its
quality based on data collected through crawling calculations and information extraction strategies from the Internet. Users who
use search engines will be affected by search engine marketing decisions made by page owners and search engines. Website owners
can choose to use SEO promotion resources to promote their website in organic publications and bid on sponsored links (Lovatt
and Legge, 2014). Online shoppers use search engines to find pricing information, and during the search process, buyers will have
a series of ideas, including dealers who have visited their website during the search process. From the target audience to the website,

the search engine is the entrance to find information and the navigator for finding Internet pages (Bhandari and Bansal, 2018). An
extremely optimized and structured website has attracted the attention of many search engines (Smith, 2010). SEO behavior can
improve the brand awareness, increase the traffic of engagement, and thereby increase revenue (Zhang & Cabage, 2016). The
visibility of business domain help consumers to recognize the brand quickly based on their inquiries they made. Therefore, following
hypothesis was generated:
H3: Search Engine Optimization has significant positive affect to strengthen brand awareness of Bundle4home’s online
market.

2.3 RESEARCH FRAMEWORK MODEL

Figure 1: Conceptual research framework

81