DIGITAL TRANSFORMATION IN MARKETING: EVALUATING THE IMPACT OF WEB ANALYTICS AND SEO ON SME GROWTH

Abstract

The digital revolution has fundamentally reshaped the marketing landscape, introducing both dynamic opportunities and significant challenges for Small and Medium-sized Enterprises (SMEs). In an era where digital engagement defines competitive advantage, this study investigates the pivotal role of digital transformation in marketing, with a particular focus on the impact of web analytics and Search Engine Optimization (SEO) on SME growth trajectories. Through a comprehensive review of 85 peer-reviewed academic articles, industry reports, and relevant case studies, the study synthesizes a broad spectrum of insights into how SMEs leverage digital tools and data-driven strategies to expand market reach, enhance customer engagement, and sustain long-term business performance. The analysis highlights that web analytics empowers SMEs to systematically collect, analyze, and interpret user interaction data, enabling more informed and responsive marketing decisions. This includes the ability to segment audiences, track campaign performance, personalize user experiences, and optimize content strategies in real time. Concurrently, SEO emerges as a critical enabler of digital visibility, helping SMEs improve their ranking on search engines, drive high-quality organic traffic, and elevate conversion rates—strategic outcomes that are particularly valuable for resource-constrained businesses. The combined application of web analytics and SEO fosters not only improved marketing efficiency but also innovation in strategic planning, digital branding, and business model adaptation. Furthermore, the study identifies several enablers for successful adoption, including organizational readiness, leadership commitment, digital literacy among staff, and the institutionalization of performance monitoring systems. It also explores common barriers SMEs face, such as limited financial resources, skills shortages, technology adoption inertia, and the constant evolution of digital platforms and algorithms. The review pays special attention to emerging developments, notably the increasing integration of artificial intelligence, automation, and machine learning technologies into SEO and analytics frameworks. These advancements are shaping the next generation of digital marketing practices by providing predictive insights, real-time optimization, and scalable personalization.