This study aims to explore how search engine optimization (SEO), website interaction and the moderating influence of customer relationship management can impact customer purchasing behaviour.
Taking an analytical approach, the study technique was chosen to examine how search SEO and website engagement with the presence of social customer relationship management (SCRM) enhance customer buying behaviour. Statistical software was used to analyse the data collected through a questionnaire and descriptively analyse the participant’s demographics. Variables were examined via partial least squares (PLS) algorithm and bootstrapping using PLS statistical software.
The key findings underscore the significance of optimizing search engines and engaging website visitors, which can impact purchasing decisions. In addition, evidence shows that SCRM plays a moderating role, in SEO, website engagement and customer purchasing behaviour. Optimizing search engines and engaging website visitors are marketing elements as they can enhance a company’s website visibility and rankings, attract more online visitors who position the company as an industry leader and ultimately boost its return on investment.
As the internet and online platforms continue to grow, businesses are increasingly looking to optimize their online presence to reach their target audiences and improve their visibility in search engine rankings. This study provides valuable insights for businesses seeking to optimize their online strategies and reach their target audiences more effectively. Furthermore, it provides data for marketers, freelancers, SEO and companies about the customer’s behaviour within the Omani market to improve websites user experience and optimize the loading speed and ease of navigation.
