THE ROLE OF GOOGLE SEARCH ENGINE OPTIMIZATION TOWARDS BUSINESS SUSTAINABILITY ( A CASE OF FASHION INDUSTRY IN GREATER JAKARTA)

Abstract

The number of internet users are increasing year by year in Indonesia (Google, 2016). Total of internet users in Indonesia has 100 million active internet user with internet penetration at 40%. Therefore, the internet can be tool as a marketing tool for online business. All internet users in around the world use search engine to find what the suitable website that contains what people need for the information. According to the research, 45% of many businesses cannot sustain because of lack of the marketing capabilities. From this research, the researcher analyzed the differences between SEO users and non-SEO users as the marketing strategy that can sustain the business to gain the sales and gain more visitors. The researcher did some interviews for two non-SEO users and two SEO uses who play in fashion industry in greater Jakarta. This research used cross-case analysis to find the similarities and differences from the role of Google SEO. Based on the research result, SEO users get more sales, get more visitors and reduce the expense significantly. In conclusion, the researcher found that SEO is an effective marketing campaign for fashion business industry, therefore they should use SEO as marketing strategy.