IMPLEMENTATION SEARCH ENGINE OPTIMIZATION (SEO) AS THE FOUNDATION OF DIGITAL MARKETING FOR MSMES: A CASE STUDY ON MADU APIS SHOP

Abstract

In the digital era, the intensity of business competition requires micro, small, and medium enterprises (MSMEs) to adopt digital marketing strategies to improve competitiveness. However, many MSMEs including Gerai Madu Apis a case study examined in this research, face obstacles in the form of low technological literacy, which hinders their brand visibility online. This study aims to design and implement a strategy that increases website visibility through search engine optimization (SEO) methods, using the website as the main marketing medium. The research methodology includes three stages: (1) determining keywords relevant to the product, (2) implementing on-page SEO through content optimization and creating informative articles, and (3) implementing off-page SEO to build domain authority. The results showed a gradual increase in visibility, though there was no significant surge in visitor traffic. Positive trends were identified in keyword rankings on search engines. It can be concluded that systematically implementing on-page and off-page SEO is an effective, fundamental strategy for MSMEs to build a strong digital marketing foundation. This research confirms that, while optimal results require a long-term process, structured SEO implementation is a crucial first step for achieving sustainable growth in the digital market.