TO STUDY THE IMPACT OF SEO AND SOCIAL MEDIA ON SHAPING BRAND PERCEPTION

Abstract

To comprehend the influence of contemporary digital marketing tactics on customer behavior and brand positioning, it is essential to research the effects of SEO and social media on molding brand perception. To stay visible online, connect with customers, and build their brand in today's ever- changing digital world, companies are putting more and more faith in search engine optimization (SEO) and social media. How these two aspects impact consumers' impressions, commitment, and interactions with brands is the focus of this study. Brands rely on search engine optimization (SEO) to boost their online visibility and get a better position in results pages for search engines (SERPs). Search engine optimization (SEO), content marketing, and technical SEO all have a role in shaping customers' perceptions of a brand's reliability and expertise, according to the research. A brand's credibility and trustworthiness may be greatly enhanced with a well-planned SEO campaign, according to the study. Customers have a more positive impression of a brand when it appears higher in search engine results because they assume the brand is knowledgeable and trustworthy. On the other side, companies that don't put any effort into SEO risk having their reputation damaged since people will see them as irrelevant or out of date. A company's ability to stay relevant and create brand awareness over time is greatly influenced by the exposure that search engine optimization (SEO) provides. One of the most potent ways to influence how people see a business is via social media. Brands may have one-on-one conversations with customers, distribute information, and encourage interaction on social media sites like Facebook, Instagram, Twitter, and LinkedIn. This research looks at how social media might make people feel more invested in a business. Brand favorability may be enhanced by social media interactions that are positive, such as quick responses from customer care, customized content, and partnerships with influential users. However, a company's image may be severely damaged in an instant if customers have bad experiences or if social media accounts are mismanaged. Furthermore, the research delves into how social media enables brands to exhibit a more genuine side, opening doors for them to influence public opinion via narrative and participatory content.