Adoption of Local Search Engine Optimization (SEO) among Small-Scale Entrepreneurs in Chennai: Thematic Qualitative Analysis of Expert Insights

Abstract

Search engines are essential to merchandising because they are the primary gateways to online information. Businesses vantage them to increase visibility, drive website traffic, generate leads, and finally boost sales.A search engine is a software system designed to carry out web searches. It helps users find information on the internet by indexing websites and retrieving relevant results based on user queries.A search engine scans the index of the website for relevant content searched by the user based on the relevance, authority and user engagement. Search engines play a crucial role in digital marketing through the practice of Search Engine Marketing which includes Search Engine Optimization (SEO) to improve a website’s visibility and help attract targeted traffic in order to build brand credibility.

The present study investigates the level of awareness and understanding of Local Search Engine Optimization (SEO) among small-scale entrepreneurs in Chennai, with a specific focus on how digital visibility determines business growth in the local market. Using a thematic qualitative research approach, insights were gathered through in-depth interviews with digital marketing experts and consultants working closely with small businesses. The Qualitative study is aimed at  understanding the level of awareness, challenges, and perceptions surrounding the adoption of Search Engine Optimization (SEO), integration of SEO Techniques with social media pages and websites  among small-scale entrepreneurs in Chennai through a SEO Experts perspective. Using purposive sampling An open-ended interview of twenty five SEO experts was conducted and the Key themes were identified as perceived complexity and cost, misconceptions about social media's sufficiency, competitor’s influence, localized strategies, and the long-term benefits of SEO. Braun and Clarke’s (2006) six-phase Thematic Analysis was employed for the study to understand the patterns and themes. The research is based on Diffusion of Innovation Theory to understand how new ideas spread and adopted  and the Unified Theory of Acceptance and Use of Technology to understand why people accept or reject technology.The findings highlight focused digital literacy programs and simplified SEO packages to support micro-business owners as the need of the hour.