Abstract:
"
In today’s challenging and competitive industry, businesses tend to focus more on its
marketing activities. A large number of web-based businesses have emerged with the
growth of internet and technology, which has allowed marketing activities to be carried
out with internet as well. Search engine marketing is one of the key marketing elements
being adopted by many businesses to help increase the visibility on the internet, drive
traffic to the website and increase conversions. To investigate how organic search
engine marketing influences website conversions, a deductive study approach has been
used, this approach has been used to gather data from 155 respondents. Based on the
study it was concluded that elements of organic search engine marketing such as on page and off-page search engine optimisation, do in fact have a positive impact on
website conversions"
