Scholarly record
THE ROLE OF SEARCH ENGINE OPTIMISATION IN CUSTOMER DECISION MAKING IN DIGITAL MARKETING FOR SUSTAINABLE DEVELOPMENT
Abstract
Search engine optimisation as a separate concept has not been researched extensively compared to other digital marketing tools in Latvia. The aim of this study is to analyse the decision-making process of custumers in the choice of services placed on the internet market for sustainable development. The study is planned to be carried out in five phases, analysing and structuring the offer of companies in different sectors and the choices made by consumers on websites. This article summarises data from the first phase of the study, which analysed companies in the tourism sector. The data reflects the offer of the tourism sector's green deal leisure and sports entrepreneurs on websites and consumer preferences for sustainable development services. The research methods have been chosen to gain insight and analyse the data on the availability of the offer of tourism enterprises on their websites for sustainable development. Using a case study approach, the study data is collected from consumer surveys. Expert interviews have been carried out to gather information on the understanding of business managers on the conditions of consumer decision-making processes for sustainable development. Search engine optimisation could be one of the most effective tools that entrepreneurs can use for sustainable business development and to encourage customers to make a decision on the choice of service. The data from this study will be used in the next stages of the study to compare consumer decision-making in the online marketplace for sustainable development across different sectors.
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