The reciprocal relationship between search engine optimization (SEO) success and brand equity (BE): an analysis of SMEs

Purpose Search engine optimization (SEO) has long been a key topic in marketing research, but there are very few studies addressing SEO success and brand equity (BE). Thus, this study aims to investigate the interdependence of SEO success and BE, with a specific focus on small- and medium-sized enterprises (SMEs). Design/methodology/approach The study involved conducting interviews with SEO and digital marketing experts, followed by a comprehensive analysis of their responses to investigate the mutual association between BE and SEO. The analysis of the interview data was conducted using the grounded theory approach. Findings The placement of a brand on top of search engine results is perceived as an indication of its credibility by searchers. Well-established brands tend to have superior SEO performance due to the impact of search algorithms and their powerful brand recognition. Lesser-known brands should improve their SEO performance to enhance their BE. Practical implications This study makes a significant contribution to the understanding of the interdependence between SEO and BE. Specifically, this study provides SMEs with effective SEO strategies to enhance their BE in the future. Originality/value This study presents unprecedented findings on the reciprocal relationship between SEO success and BE. The study also highlights the potential risk for SMEs of falling into a negative spiral due to poor SEO performance and offers practical business solutions to address this issue.