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The proposed best practices in Table 9 offer actionable strategies for retail SMEs to successfully implement ESPs and SEO. Each practice addresses key operational challenges while leveraging strategic drivers to achieve expected impacts. The alignment with systematic review findings ensures that the recommendations are grounded in evidence-based strategies, emphasizing the importance of digital integration, customer engagement, and continuous improvement. By following these best practices, retail SMEs can enhance their digital transformation efforts, streamline operations, and foster stronger customer relationships.

Table 9 The proposed best practices in Table 9 offer actionable strategies for retail SMEs to successfully implement ESPs and SEO. Each practice addresses key operational challenges while leveraging strategic drivers to achieve expected impacts. The alignment with systematic review findings ensures that the recommendations are grounded in evidence-based strategies, emphasizing the importance of digital integration, customer engagement, and continuous improvement. By following these best practices, retail SMEs can enhance their digital transformation efforts, streamline operations, and foster stronger customer relationships.

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Table 1. Comparative Analysis of the Existing Review Works and Proposed Systematic Review on Organic Search and Engine Search Optimization for Retail SMEs Industry.
Table 1. Comparative Analysis of the Existing Review Works and Proposed Systematic Review on Organic Search and Engine Search Optimization for Retail SMEs Industry.
The gaps highlighted in Table 1 underscore the need for a more comprehensive and up-to-date review of SEO and digital marketing strategies for retail SMEs. Existing studies often focus on narrow regions, specific industries, or outdated datasets, limiting their generalizability and relevance in today’s rapidly changing digital landscape. Additionally, the literature frequently lacks industry- specific insights, strategic implications for long-term growth, and a thorough evaluation of performance metrics across diverse economic contexts. By addressing these shortcomings, the proposed systematic review aims to provide a holistic understanding of SEO’s impact on retail SMEs, focusing on visibility, brand awareness, competitive positioning, and sustainable growth strategies. This review seeks to offer actionable recommendations that can enhance SMEs' digital marketing efforts, bridging the current gaps and aligning with evolving market demands.
The gaps highlighted in Table 1 underscore the need for a more comprehensive and up-to-date review of SEO and digital marketing strategies for retail SMEs. Existing studies often focus on narrow regions, specific industries, or outdated datasets, limiting their generalizability and relevance in today’s rapidly changing digital landscape. Additionally, the literature frequently lacks industry- specific insights, strategic implications for long-term growth, and a thorough evaluation of performance metrics across diverse economic contexts. By addressing these shortcomings, the proposed systematic review aims to provide a holistic understanding of SEO’s impact on retail SMEs, focusing on visibility, brand awareness, competitive positioning, and sustainable growth strategies. This review seeks to offer actionable recommendations that can enhance SMEs' digital marketing efforts, bridging the current gaps and aligning with evolving market demands.
Table 2. Proposed Inclusion and Exclusion Criteria. 2.2. Information Source
Table 2. Proposed Inclusion and Exclusion Criteria. 2.2. Information Source
Figure 1. Bibliometric Analysis of Study Search Keywords: (a) Network Visualization. (b) Overlay Nowshonhan A comprehensive search strategy was employed to identify relevant studies. Three databases— Scopus, Google Scholar, and Web of Science—were searched using a combination of keywords phrases, and search filters. The search terms used were: "Big Data" OR "large data" OR "dat analytics" AND "SME" OR "small business" OR "medium-sized enterprise" AND "performance" OF "productivity" OR "efficiency." The search was limited to peer-reviewed, English-language paper: published between 2014 and 2024. After several iterations, the final keywords for this searcl included: ("Organic Search" OR "Natural Search" OR "Non-paid Search") AND ("Search Engine Optimization" OR SEO) AND ("Retail Industry" OR Retail OR "E-commerce" OR "Online Retail" OF "Retail Sector"). This search was applied to titles, abstracts, full texts, and keywords across 155( research papers, which were ultimately narrowed down to 102 papers: 795 from Google Scholar (GS) 395 from Scopus, and 360 from Web of Science. Table 3 provides the exact breakdown of the reviewec papers. These keywords were used in a bibliometric analysis of SEO research in the retail sector following the flow process outlined in Figure 1 and 2 [136-151].
Figure 1. Bibliometric Analysis of Study Search Keywords: (a) Network Visualization. (b) Overlay Nowshonhan A comprehensive search strategy was employed to identify relevant studies. Three databases— Scopus, Google Scholar, and Web of Science—were searched using a combination of keywords phrases, and search filters. The search terms used were: "Big Data" OR "large data" OR "dat analytics" AND "SME" OR "small business" OR "medium-sized enterprise" AND "performance" OF "productivity" OR "efficiency." The search was limited to peer-reviewed, English-language paper: published between 2014 and 2024. After several iterations, the final keywords for this searcl included: ("Organic Search" OR "Natural Search" OR "Non-paid Search") AND ("Search Engine Optimization" OR SEO) AND ("Retail Industry" OR Retail OR "E-commerce" OR "Online Retail" OF "Retail Sector"). This search was applied to titles, abstracts, full texts, and keywords across 155( research papers, which were ultimately narrowed down to 102 papers: 795 from Google Scholar (GS) 395 from Scopus, and 360 from Web of Science. Table 3 provides the exact breakdown of the reviewec papers. These keywords were used in a bibliometric analysis of SEO research in the retail sector following the flow process outlined in Figure 1 and 2 [136-151].
Figure 2. Density Visualization.
Figure 2. Density Visualization.
. Quality Assessment - We Apply tools such as Prisma checklist and we Assess Bias id include relevant studies on organic search and SEO strategies in the retail industry. To achieve lis, a systematic approach was used, encompassing multiple stages of screening and evaluation. ach stage aimed to assess the studies’ alignment with the research questions and eligibility criteria. Initially, studies were screened based on their abstracts and methodologies to determine their levance to the topic. A mixed-methods approach was adopted for data integration and analysis, icorporating both qualitative and quantitative elements. Quantitative data obtained from surveys ere analyzed using statistical techniques such as regression analysis and hypothesis testing to assess EO's impact on retail performance metrics. Concurrently, qualitative data from case studies nderwent thematic analysis to uncover trends and patterns in SEO practices. Data triangulation layed a key role in strengthening the review's robustness by cross-verifying findings from multiple yurces. Validation techniques, including member checking and inter-rater reliability analysis, were mployed to ensure the consistency and accuracy of the results. These measures aimed to provide a ymprehensive understanding of the effect of SEO strategies on retail industry performance. The lection process is visually represented in Figure 3, which illustrates the flow from the initial lentification of studies to the final inclusion. This figure emphasizes the systematic and thorough pproach taken to achieve an unbiased and methodologically sound review [136] — [151]. Figure 3. Proposed Selection Process Figure 3 depicts the systematic progression through various stages of the selection process, showcasing the steps involved in screening, evaluating, and including studies in the final analysis.
. Quality Assessment - We Apply tools such as Prisma checklist and we Assess Bias id include relevant studies on organic search and SEO strategies in the retail industry. To achieve lis, a systematic approach was used, encompassing multiple stages of screening and evaluation. ach stage aimed to assess the studies’ alignment with the research questions and eligibility criteria. Initially, studies were screened based on their abstracts and methodologies to determine their levance to the topic. A mixed-methods approach was adopted for data integration and analysis, icorporating both qualitative and quantitative elements. Quantitative data obtained from surveys ere analyzed using statistical techniques such as regression analysis and hypothesis testing to assess EO's impact on retail performance metrics. Concurrently, qualitative data from case studies nderwent thematic analysis to uncover trends and patterns in SEO practices. Data triangulation layed a key role in strengthening the review's robustness by cross-verifying findings from multiple yurces. Validation techniques, including member checking and inter-rater reliability analysis, were mployed to ensure the consistency and accuracy of the results. These measures aimed to provide a ymprehensive understanding of the effect of SEO strategies on retail industry performance. The lection process is visually represented in Figure 3, which illustrates the flow from the initial lentification of studies to the final inclusion. This figure emphasizes the systematic and thorough pproach taken to achieve an unbiased and methodologically sound review [136] — [151]. Figure 3. Proposed Selection Process Figure 3 depicts the systematic progression through various stages of the selection process, showcasing the steps involved in screening, evaluating, and including studies in the final analysis.
The review analyzed 1,550 studies from reputable databases such as Google Scholar, SCOPUS and Web of Science, encompassing a decade of research (2014-2024). By selecting studies that concentrate on conversion rates, cost-per-click (CPC), customer lifetime value (CLV), and othe measurable business outcomes, the data collection process aims to offer actionable insights into how SEO strategies contribute to business growth. Emphasis was placed on triangulation of data sources and meta-analyses, which not only enhanced the methodological rigor but also ensured the credibility of the findings. Validation procedures, such as member checking and inter-rater reliability analysis, were used to ensure the accuracy and reliability of the findings concerning SEO's impact or retail performance. The criteria for study selection were strictly followed to ensure consistency, witl a focus on the most recent and comprehensive studies available. When multiple reports were encountered, the most relevant data was selected based on these criteria. Figure 4 illustrates the flow processes of data collection, demonstrating the steps involved in applying inclusion and exclusior criteria and aneannno concctoncry thrairchaiit the rewiorns The provided figure outlines the stages of data collection, beginning with database searches, applying inclusion and exclusion criteria, and final selection of studies. This step-by-step approach ensured that only the most pertinent research was considered, ultimately strengthening the review's findings.
The review analyzed 1,550 studies from reputable databases such as Google Scholar, SCOPUS and Web of Science, encompassing a decade of research (2014-2024). By selecting studies that concentrate on conversion rates, cost-per-click (CPC), customer lifetime value (CLV), and othe measurable business outcomes, the data collection process aims to offer actionable insights into how SEO strategies contribute to business growth. Emphasis was placed on triangulation of data sources and meta-analyses, which not only enhanced the methodological rigor but also ensured the credibility of the findings. Validation procedures, such as member checking and inter-rater reliability analysis, were used to ensure the accuracy and reliability of the findings concerning SEO's impact or retail performance. The criteria for study selection were strictly followed to ensure consistency, witl a focus on the most recent and comprehensive studies available. When multiple reports were encountered, the most relevant data was selected based on these criteria. Figure 4 illustrates the flow processes of data collection, demonstrating the steps involved in applying inclusion and exclusior criteria and aneannno concctoncry thrairchaiit the rewiorns The provided figure outlines the stages of data collection, beginning with database searches, applying inclusion and exclusion criteria, and final selection of studies. This step-by-step approach ensured that only the most pertinent research was considered, ultimately strengthening the review's findings.
4. Handle Incomplete or Ambiguous Data
4. Handle Incomplete or Ambiguous Data
—_— ee ee eee ea | i ee As illustrated in Figure 6, the bias assessment was conducted by four independent reviewers who evaluated the studies separately to maintain impartiality. Any disagreements were discussed among the reviewers, and if a resolution couldn't be reached, a fourth reviewer provided the final decision. In cases where there was uncertainty or insufficient information—especially related to proprietary SEO tools or specific digital marketing strategies—further steps were taken. These included cross-referencing databases such as Google Scholar, Scopus, and Web of Science to address any ambiguities. Additionally, a thorough manual search of online sources was conducted to ensure a comprehensive and accurate bias assessment. Automation tools were not used in this process to ensure precision and thoroughness. Figure 6. Risk of Bias Assessment Process for Non-Randomized Studies.
—_— ee ee eee ea | i ee As illustrated in Figure 6, the bias assessment was conducted by four independent reviewers who evaluated the studies separately to maintain impartiality. Any disagreements were discussed among the reviewers, and if a resolution couldn't be reached, a fourth reviewer provided the final decision. In cases where there was uncertainty or insufficient information—especially related to proprietary SEO tools or specific digital marketing strategies—further steps were taken. These included cross-referencing databases such as Google Scholar, Scopus, and Web of Science to address any ambiguities. Additionally, a thorough manual search of online sources was conducted to ensure a comprehensive and accurate bias assessment. Automation tools were not used in this process to ensure precision and thoroughness. Figure 6. Risk of Bias Assessment Process for Non-Randomized Studies.
Figure 7. Risk of Bias Assessment Process for Non-Randomized Studies. Figure 7 illustrates the systematic approach used in our review. Starting with Study Selectio1 Process, we identified and screened 103 studies that met our inclusion criteria. Next, Dat Standardization involved assessing the methodological quality of these studies using both narrativ and quantitative techniques. In the Data Analysis phase, we examined the impact of SEO tactics, sucl as strong content marketing, technical SEO advancements, and efficient keyword optimization, o1 website traffic and search engine rankings. The flow then moves to Heterogeneity Assessment, wher we analyzed variations in SEO’s impact on conversion rates due to different contextual elements an: techniques. Finally, Bias Assessment ensured that potential biases were identified, and transparenc was maintained in our findings. Through this comprehensive approach, we highlighted th importance of SEO in increasing online visibility and directing traffic, while also pointing to the nee for further research to clarify the impact of SEO on conversion rates, offering valuable insights fo retailers seeking to optimize their SEO strategies. By adhering to these criteria and employing thi structured methodology, we can ensure that our systematic review comprehensively addresses thi role and effectiveness of organic search and SEO strategies for SMEs.
Figure 7. Risk of Bias Assessment Process for Non-Randomized Studies. Figure 7 illustrates the systematic approach used in our review. Starting with Study Selectio1 Process, we identified and screened 103 studies that met our inclusion criteria. Next, Dat Standardization involved assessing the methodological quality of these studies using both narrativ and quantitative techniques. In the Data Analysis phase, we examined the impact of SEO tactics, sucl as strong content marketing, technical SEO advancements, and efficient keyword optimization, o1 website traffic and search engine rankings. The flow then moves to Heterogeneity Assessment, wher we analyzed variations in SEO’s impact on conversion rates due to different contextual elements an: techniques. Finally, Bias Assessment ensured that potential biases were identified, and transparenc was maintained in our findings. Through this comprehensive approach, we highlighted th importance of SEO in increasing online visibility and directing traffic, while also pointing to the nee for further research to clarify the impact of SEO on conversion rates, offering valuable insights fo retailers seeking to optimize their SEO strategies. By adhering to these criteria and employing thi structured methodology, we can ensure that our systematic review comprehensively addresses thi role and effectiveness of organic search and SEO strategies for SMEs.
keyword optimization in boosting website traffic and enhancing search engine rankings. The analysis, drawn from 102 studies, reveals that robust SEO strategies can lead to traffic increases of up to 30%, with keyword optimization improving click-through rates by 20% to 40%. However, the impact on conversion rates is more variable, showing improvements between 10% and 25%, influenced by SEO quality and market conditions. The review also highlights the importance of integrating digital marketing strategies within e-business models and aligning IT capabilities with business objectives, resulting in operational efficiency gains of up to 15% and revenue growth of 25%. Figure 8. Synthesis Methods Process.
keyword optimization in boosting website traffic and enhancing search engine rankings. The analysis, drawn from 102 studies, reveals that robust SEO strategies can lead to traffic increases of up to 30%, with keyword optimization improving click-through rates by 20% to 40%. However, the impact on conversion rates is more variable, showing improvements between 10% and 25%, influenced by SEO quality and market conditions. The review also highlights the importance of integrating digital marketing strategies within e-business models and aligning IT capabilities with business objectives, resulting in operational efficiency gains of up to 15% and revenue growth of 25%. Figure 8. Synthesis Methods Process.
Figure 9. Systematic Review Process for Organic Search and SEO for Retail SMEs Industry.
Figure 9. Systematic Review Process for Organic Search and SEO for Retail SMEs Industry.
Figure 10. Synthesis of Results Process.
Figure 10. Synthesis of Results Process.
Using a standardized Data Extraction Form, we systematically gathered relevant information from each selected study. This process involved collecting characteristics, methodologies, and outcomes related to SEO impacts, such as search rankings, traffic, and conversions.
Using a standardized Data Extraction Form, we systematically gathered relevant information from each selected study. This process involved collecting characteristics, methodologies, and outcomes related to SEO impacts, such as search rankings, traffic, and conversions.
Table 4. Certainty Assessment Results for Collected Literature To support the conclusions of this systematic review on data mining and business intelligence in SMEs, we applied the GRADE framework to assess the certainty of evidence across key outcomes. GRADE evaluates evidence based on several factors: bias risk, heterogeneity, indirectness, and imprecision. High certainty was assigned when studies were consistent, precise, directly applicable,
Table 4. Certainty Assessment Results for Collected Literature To support the conclusions of this systematic review on data mining and business intelligence in SMEs, we applied the GRADE framework to assess the certainty of evidence across key outcomes. GRADE evaluates evidence based on several factors: bias risk, heterogeneity, indirectness, and imprecision. High certainty was assigned when studies were consistent, precise, directly applicable,
channels and physical stores in addition to its direct impact on organic clicks. Retailers with higher brand equity, for instance, typically have better search engine positioning, which increases click- through rates. Additionally, drawing in higher-class customers is made particularly easy by brand equity. The "Summary of findings" tables were created using Microsoft Excel software.
channels and physical stores in addition to its direct impact on organic clicks. Retailers with higher brand equity, for instance, typically have better search engine positioning, which increases click- through rates. Additionally, drawing in higher-class customers is made particularly easy by brand equity. The "Summary of findings" tables were created using Microsoft Excel software.
Figure 14. Proposed PRISMA Flow Chart.
Figure 14. Proposed PRISMA Flow Chart.
Figure 15. Research distribution by Sources.
Figure 15. Research distribution by Sources.
Table 5. Comprehensive Overview of Organic Search and Search Engine Optimization for Retail SMEs Industry.
Table 5. Comprehensive Overview of Organic Search and Search Engine Optimization for Retail SMEs Industry.
The overview of various studies on Impact of SEO and Marketing strategies on SMEs retail industry performance are shown in Table 5. Research on Impact of SEO and Marketing strategies on SMEs retail industry performance usually concentrate on a few main areas. These include figuring out how SMEs use and apply SEO strategies, investigating the ways in which competitive advantage and decision-making can be improved by using organic search practices, and assessing the effects of staff training on the effectiveness of SEO campaigns and overall business performance. The purpose of this study is to determine how using SEO and organic search can improve business outcomes and SMEs' performance in retail industry. to examine organic search and search studies, surveys, and quantitative ana n the retail sector, various methodologies are typically utilized engine optimization (SEO), including literature reviews, case yses. The principal findings from these investigations indicate that proficient SEO practices can mar kedly improve operational efficiency, financial outcomes, and strategic decision-making processes. Identified challenges encompass the substantial costs associated with SEO implementation, the intricate nature of optimization strategies, and a lack of qualified personnel. Recommendations often highlight the necessity for more accessible SEO tools, enhanced training for employees, and better integration of SEO strategies within retail operations. These insights aim to assist small and medium-sized enterprises (SMEs) in effectively leveraging SEO techniques to enhance their performance and competitiveness in the retail industry.
The overview of various studies on Impact of SEO and Marketing strategies on SMEs retail industry performance are shown in Table 5. Research on Impact of SEO and Marketing strategies on SMEs retail industry performance usually concentrate on a few main areas. These include figuring out how SMEs use and apply SEO strategies, investigating the ways in which competitive advantage and decision-making can be improved by using organic search practices, and assessing the effects of staff training on the effectiveness of SEO campaigns and overall business performance. The purpose of this study is to determine how using SEO and organic search can improve business outcomes and SMEs' performance in retail industry. to examine organic search and search studies, surveys, and quantitative ana n the retail sector, various methodologies are typically utilized engine optimization (SEO), including literature reviews, case yses. The principal findings from these investigations indicate that proficient SEO practices can mar kedly improve operational efficiency, financial outcomes, and strategic decision-making processes. Identified challenges encompass the substantial costs associated with SEO implementation, the intricate nature of optimization strategies, and a lack of qualified personnel. Recommendations often highlight the necessity for more accessible SEO tools, enhanced training for employees, and better integration of SEO strategies within retail operations. These insights aim to assist small and medium-sized enterprises (SMEs) in effectively leveraging SEO techniques to enhance their performance and competitiveness in the retail industry.
Table 6. Assessment of Study Quality Using the Newcastle-Ottawa Scale.
Table 6. Assessment of Study Quality Using the Newcastle-Ottawa Scale.
Figure 18. Research distribution by Research Design.
Figure 18. Research distribution by Research Design.
Figure 19. Research distribution by Data Collection Methods.
Figure 19. Research distribution by Data Collection Methods.
Figure 20. Research distribution by Data Analysis Technique.
Figure 20. Research distribution by Data Analysis Technique.
Figure 22. Research distribution by Country.
Figure 22. Research distribution by Country.
Figure 23. Research distribution by Economic Context.
Figure 23. Research distribution by Economic Context.
Table 7. Key Findings and Strategic Implications for Business Leaders.
Table 7. Key Findings and Strategic Implications for Business Leaders.
The strategic implications outlined in Table 7 emphasize that business leaders need to adopt a comprehensive approach that combines robust SEO practices with broader digital marketing and IT strategies. By aligning SEO efforts with business goals and leveraging data-driven insights, SMEs in the retail sector can achieve significant improvements in key performance metrics such as traffic, conversion rates, and revenue growth. However, challenges such as the need for continuous optimization and the variability in SEO effectiveness must be addressed through strategic planning and ongoing adjustments.
The strategic implications outlined in Table 7 emphasize that business leaders need to adopt a comprehensive approach that combines robust SEO practices with broader digital marketing and IT strategies. By aligning SEO efforts with business goals and leveraging data-driven insights, SMEs in the retail sector can achieve significant improvements in key performance metrics such as traffic, conversion rates, and revenue growth. However, challenges such as the need for continuous optimization and the variability in SEO effectiveness must be addressed through strategic planning and ongoing adjustments.
Table 8. Proposed Decision-Making Framework for Implementing Enterprise Social Platforms (ESPs) Across Different Retail Sectors.
Table 8. Proposed Decision-Making Framework for Implementing Enterprise Social Platforms (ESPs) Across Different Retail Sectors.
Table 9. Proposed Best Practices for Successful Study Implementation.
Table 9. Proposed Best Practices for Successful Study Implementation.
Table 10. Proposed Metrics and KPIs for Measuring Performance in Various Industries.
Table 10. Proposed Metrics and KPIs for Measuring Performance in Various Industries.
The metrics and KPIs presented in Table 15 provide a structured approach for measuring the performance of ESP and SEO implementations in different retail sectors. By focusing on these key metrics, retail SMEs can track progress toward their strategic goals, optimize operations, and improve customer experiences. The alignment with systematic review findings ensures that the metrics are relevant and evidence-based, addressing critical areas such as inventory management, customer service, compliance, and digital marketing. The priority levels guide businesses in focusing their efforts on the most impactful metrics, ensuring resources are allocated effectively to drive business growth and operational efficiency.
The metrics and KPIs presented in Table 15 provide a structured approach for measuring the performance of ESP and SEO implementations in different retail sectors. By focusing on these key metrics, retail SMEs can track progress toward their strategic goals, optimize operations, and improve customer experiences. The alignment with systematic review findings ensures that the metrics are relevant and evidence-based, addressing critical areas such as inventory management, customer service, compliance, and digital marketing. The priority levels guide businesses in focusing their efforts on the most impactful metrics, ensuring resources are allocated effectively to drive business growth and operational efficiency.
Table 11. Real Case Studies from Various Industries and Their Outcomes.
Table 11. Real Case Studies from Various Industries and Their Outcomes.
Table 12. Proposed Roadmap for SMEs Businesses and Policy Recommendations Linked to Policy Frameworks.
Table 12. Proposed Roadmap for SMEs Businesses and Policy Recommendations Linked to Policy Frameworks.
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