L’imapct du SEO sur le capital marque en ligne: une étude comparative centrée sur l’expérience utilisateur sur les deux marques BIOTANYS GENILUX

Abstract

The objective of this research is to examine how natural referencing (SEO) influences brand equity, taking into account the moderating role of the customer experience. The central question to which this thesis attempts to answer is: "To what extent does natural referencing (SEO) influence the brand equity of an online company, Biotanys and Genilux, and to what extent is this relationship moderated by the customer experience? "To answer this question, a comparative quantitative approach was adopted, through two questionnaires administered to 200 respondents (100 for each brand). The data were analyzed using SPSS and Smart-PLS 4 software. The results reveal that SEO has a significant positive impact on brand equity, through visibility, credibility and engagement. The ergonomics of the site and the speed of navigation reinforce this effect. The study concludes that SEO, well integrated into a digital strategy 300 centered on the customer experience, constitutes an essential lever of differentiation and performance for Algerian brands.