A Framework for the Competencies of Search Engine Optimization Specialists in the Digital Marketing Ecosystem of Online Businesses

Objective In today's business world, rapid advancements in technology and digitization, along with the growing use of digital media by consumers, have led many companies to adopt digital marketing to reach their target markets. These developments have also posed challenges to the skillsets of individuals in online businesses. In such a dynamic environment, running a business without developing competent managers and employees is nearly impossible. Given the importance of this issue, the present study aims to provide a framework for the competencies of Search Engine Optimization (SEO) specialists within the digital marketing ecosystem of Business-to-Business (B2B) internet businesses. The key research question is: What competencies do SEO specialists need in the digital marketing department of B2B internet businesses? Methodology This study is exploratory, fundamental, and applied research, ontologically grounded in the interpretive paradigm. It employs a qualitative approach based on the Strauss and Corbin method. Data collection was conducted through in-depth semi-structured interviews, with 14 SEO specialists in B2C businesses selected through targeted sampling. Upon reaching theoretical saturation, the interviews and qualitative data were analyzed in three stages: open coding, axial coding, and selective coding. Findings Research findings were categorized into 276 open codes, 195 concepts, 43 subcategories, and 17 main categories based on six dimensions: causal conditions (ecosystem competitiveness, environmental requirements, technological requirements), contextual conditions (organizational conditions, individual conditions), core category (technical competencies, interpersonal competencies, managerial competencies, individual competencies, perceptual competencies), strategies (training and development, work policies), intervening conditions (external factors, organizational factors, individual factors), and outcomes (business-related consequences, individual consequences). Conclusion Based on the research findings, the paradigmatic model of SEO specialists' competencies was designed and identified according to the research field, using Strauss and Corbin’s systematic model. In this model, the relationships between each component are illustrated through communication lines, where the connections between key components indicate the sequence and priority of their interactions. The creation and development of the core category respond to environmental and technological changes in the internet business landscape. Competency development strategies, which define targeted behaviors, activities, and interactions influenced by contextual and intervening conditions, are categorized under the strategies section of the model. Contextual factors in the B2C internet business environment, along with intervening conditions, influence these strategies. Finally, the adoption of these strategies leads to business-related and individual consequences.