Search Engine Marketing (SEM) Strategies in Enhancing Organic Reach for E-commerce Platforms in Foushan, China

Author(s)	Ye Jiawei, Lorenzo Lorenzo
Country	Philippines
Abstract	This study examines the effectiveness of Search Engine Marketing (SEM) strategies in enhancing organic reach for an e-commerce platform in Foshan, China. Utilizing a quantitative correlational research design, data were collected from 250 customers to assess perceptions of SEM components—keyword research, keyword cost, targeting, and ad auctions—against measures of organic reach, including organic traffic, click-through rate, and search engine rankings. Findings revealed no significant overall correlation between SEM strategies and organic reach. However, specific components, such as keyword research and ad auctions, showed isolated significant correlations with certain metrics like rankings and click-through rates. The results suggest that while SEM is vital for visibility, factors such as content quality, website usability, and algorithmic behavior may more strongly influence organic reach.
Keywords	search engine marketing, organic reach, e-commerce, digital marketing, China
Field	Business Administration
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-05-21
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.45505
Short DOI	https://doi.org/g9mh8z

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