Exploring the Key Factors Influencing the Effectiveness of Search Engine Optimisation (SEO): A Study of Organisational Capabilities and Competencies Through the Lens of Dynamic Marketing Capabilities (DMCs)

Abstract

This thesis presents a comprehensive examination of the relationship between Dynamic Marketing Capabilities (DMCs) and Search Engine Optimisation (SEO). By addressing the gaps in the existing literature, this study contributes to knowledge by offering new insights into the factors influencing SEO effectiveness, the dynamic nature of search engine rankings, and the identification of SEO as a DMC.
This research utilises a sequential explanatory mixed-methods design, combining both quantitative data and qualitative interview analysis. The quantitative data was used to investigate which of the 20 identified webpage factors, and to what extent, have an impact on the ranking of websites for search queries that drive visits from search engines, and to demonstrate whether there is a significant change in ranking positions and SEO factors over time.
Semi-structured interviews were then conducted with SEO practitioners from all four SEO types, namely in-house, agency, consultancy, and hybrid types, in order to obtain an in-depth understanding of their experiences and perspectives regarding capabilities and competencies needed to successfully adapt to search engine algorithm changes. The interviews were analysed using a thematic analysis approach, and 17 key capabilities were identified, which were then mapped to the underlying processes (sensing, learning, integrating, and coordinating) and specific components (absorptive capacity and knowledge management) of DMCs.
The findings of this research reveal that certain factors, such as search traffic, keywords, and backlinks, consistently influence the ranking position of webpages in search engine results pages (SERPs). The study also uncovers the dynamic nature of search engine rankings, with significant changes observed in both ranking positions and SEO factors over time. Furthermore, this research identifies essential capabilities and competencies for successful SEO management, including technical knowledge, strategic thinking, continuous learning, and cross-functional collaboration. These capabilities enable organisations to effectively adapt to search engine algorithm changes and optimise their SEO strategies for competitive advantage.
In summary, this study makes several original contributions to knowledge by integrating the DMCs and SEO literature. It provides empirical evidence on SEO ranking factors, highlights the dynamic nature of search engine rankings, identifies essential capabilities for SEO management, and recognises SEO as a DMC. These findings have significant implications for both theory and practice, informing the development of effective SEO strategies and driving sustainable competitive advantage in the digital age.

Date of Award	23 May 2024
Original language	English
Awarding Institution	Northumbria University
Supervisor	Nigel Coates (Supervisor), Matthew Sutherland (Supervisor) & Simon Lillystone (Supervisor)