Sinergi SEO dan Hubungan Masyarakat di Era Digital: Studi Kualitatif Pada Praktik Industri E-Commerce
DOI:
https://doi.org/10.35870/jtik.v8i4.3062Keywords:
Algorithm Changes, Audience Engagement, Digital Communication Ethics, Digital Media Strategy, Online Visibility, SEO-PR IntegrationAbstract
The digital era has significantly transformed the media and Public Relations (PR) landscape, particularly within the e-commerce sector, with Search Engine Optimization (SEO) emerging as a crucial factor in determining online visibility. This qualitative research examines the synergy between SEO and PR, focusing on how it enhances brand reach and reputation. The findings demonstrate that achieving a dominant position on the first page of search results not only influences user behavior but also plays a vital role in digital marketing strategies. Furthermore, the study highlights how SEO has evolved into a fundamental component of PR practices, enhancing organic search rankings for press releases and other communication materials. Through a comprehensive analytical approach, this research illustrates that integrating SEO into PR not only increases web traffic and revenue potential but also contributes strategically to shaping a compelling narrative for media outlets, thereby improving brand credibility. This study offers valuable insights into the evolving dynamics of the e-commerce industry, highlighting the importance of responsible and ethical strategies in fostering a sustainable relationship between PR and mass media in the digital age
Downloads
References
Lorigo, L., Pan, B., Hembrooke, H., Joachims, T., Granka, L., & Gay, G. (2006). The influence of task and gender on search and evaluation behavior using Google. Information Processing and Management, 42(4), 1123-1131. https://doi.org/10.1016/j.ipm.2005.10.001
Spink, A., Jansen, B. J., Blakely, C., & Koshman, S. (2006). A study of results overlap and uniqueness among major web search engines. Information Processing and Management, 42(5), 1379-1391.
Enge, E., Spencer, S., Stricchiola, J., & Fishkin, R. (2012). The Art of SEO: Mastering Search Engine Optimization (2nd ed.). O'Reilly Media.
Hopkins, L. (2012). Online reputation management: Why the first page of Google matters so much. Retrieved from http://www.leehopkins.net/2012/08/30/online-reputation-management-why-the-first-page-of-google-matters-so-much/ (accessed May 26, 2014).
Chuklin, A., Serdyukov, P., & De Rijke, M. (2013). Modeling clicks beyond the first result page. In Proceedings of International Conference on Information and Knowledge Management (pp. 1217-1220).
Luh, C., Yang, S., & Huang, T. D. (2016). Estimating Google's search engine ranking function from a search engine optimization perspective. Online Information Review, 40(2), 239-255. https://doi.org/10.1108/OIR-11-2015-0364
Kritzinger, W. T., & Weideman, M. (2017). Parallel search engine optimisation and pay-per-click campaigns: A comparison of cost per acquisition. South African Journal of Information Management, 19(1). https://doi.org/10.4102/sajim.v19i1.776
Berman, R., & Katona, Z. (2013). The role of search engine optimization in search marketing. Marketing Science, 32(4), 644-651. https://doi.org/10.1287/mksc.1120.0765
Mantillán, R. (2023). The relevance of SEO for enhancing the digital presence of SMB in Spain. Journal of Digital Marketing Strategies, 1(1), 45-56.
Wong, J. (2023, May 12). Why combining public relations and SEO will propel your business in today's digital landscape. Entrepreneur. https://www.entrepreneur.com/growing-a-business/why-combining-pr-and-seo-will-propel-your-business/450792
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Giomelakis, D., & Veglis, A. (2015). Employing search engine optimization techniques in online news articles. Studies in Media and Communication, 3(1), 22-30. https://doi.org/10.11114/smc.v3i1.690
Giomelakis, D., Karypidou, C., & Veglis, A. (2019). SEO inside newsrooms: Reports from the field. Future Internet, 11(12), 261. https://doi.org/10.3390/fi11120261
Koch, T., Obermaier, M., & Riesmeyer, C. (2017). Powered by public relations? Mutual perceptions of PR practitioners' bases of power over journalism. Journalism, 1-17. https://doi.org/10.1177/1464884917726421
Mersham, G. M., Theunissen, P., & Peart, J. (2009). Public relations and communication management: An Aotearoa/New Zealand perspective. Pearson Education.
Hmdy, A. (2021). On-page SEO research. ResearchGate. https://doi.org/10.13140/RG.2.2.32504.78089
Ghulam, A., & Hyder, M. (2016). Extending off-page search engine optimization techniques based on Google SEO techniques model. Sci.Int.(Lahore), 28(1), 91-96.
Sana, & Sarwar, S. (2014). Search engine optimization a technique. International Journal for Scientific Research & Development, 2(1), 212-214.
Williams, A. (2015). SEO 2016 and beyond: Search engine optimization will never be the same again!. CreateSpace Independent Publishing Platform.
Olmstead, K., Mitchell, A., & Rosenstiel, T. (2011, May 9). Navigating news online: Where people go, how they get there and what lures them away. Pew Research Center's Journalism Project. https://www.pewresearch.org/journalism/2011/05/09/navigating-news-online/
Newman, N., & Levy, A. L. D. (2014). Reuters Institute digital news report 2014 – Tracking the future of news. Reuters Institute for the Study of Journalism, University of Oxford. https://reutersinstitute.politics.ox.ac.uk/sites/default/files/Reuters%20Institute%20Digital%20News%20Report%202014.pdf
Giussani, B. (1997). A new media tells different stories. First Monday, 2(4). https://doi.org/10.5210/fm.v2i4.521
Stabiner, K. (2011). CJR column mentions the Simpsons. A second look at SEO. Columbia Journalism Review, March/April 2011. http://www.cjr.org/feature/cjr_column_mentions_the_simpsons.php?page=all
Coles, M. (2011). How to: Write headlines that work for SEO. Journalism.co.uk. http://www.journalism.co.uk/skills/how-to-write-headlines-that-work-for-seo/s7/a545817/
Richmond, S. (2008). How SEO is changing journalism. British Journalism Review, 19(4), 51-55. https://doi.org/10.1177/0956474808100865
Dick, M. (2011). Search engine optimisation in UK news production. Journalism Practice, 5(4), 462-477. https://doi.org/10.1080/17512786.2010.551020
Knight, E. (2012, August 1). The role of the journalist in SEO is changing. EditorsWeblog.org. http://www.editorsweblog.org/2012/08/01/the-role-of-the-journalist-in-seo-is-changing
Asser, M. (2012). Search engine optimisation in BBC news [Web log post]. BBC. http://www.bbc.co.uk/blogs/internet/posts/search_engine_optimisation_in
Singh, S. K., Gupta, S., Kumar, S., Gupta, B. B., Alhalabi, W., Arya, V., & Zhang, J. (2024). A novel cumulative indicator score using indicator averaging for optimizing local business websites of enterprise systems. Enterprise Information Systems, 18(2), 2301658. https://doi.org/10.1080/17517575.2023.2301658
Ahluwalia, R., Burnkrant, R. E., & Unnava, H.R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203-214.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Grace Heidy Jane Amanda Wattimena, Akhmad Edhy Aruman, Dendy Muris
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
