Search engine optimization (SEO) for digital marketers: exploring determinants of online search visibility for blood bank service

Purpose Given that online search visibility is influenced by various determinants, and that influence may vary across industries, this study aims in investigating the major predictors of online search visibility in the context of blood banks. Design/methodology/approach To formalize the online visibility, the authors have found theoretical foundations in activity theory, while to quantify online visiblity the authors have used the search engine optimization (SEO) Index, ranking, and a number of visitors. The examined model includes ten hypotheses and was tested on data from 57 blood banks. Findings Results challenge shallow domain knowledge. The major predictors of online search visibility are Alternative Text Attribute (ALT) text, backlinks, robots, domain authority (DA) and bounce rate (BR). The issues are related to the number of backlinks, social score, and DA. Polarized utilization of SEO techniques is evident. Practical implications The methodology can be used to analyze the online search visibility of other industries or similar not-for-profit organizations. Findings in terms of individual predictors can be useful for marketers to better manage online search visibility. Social implications The acute blood donation problems may be to a certain degree level as the information flow between donors and blood banks will be facilitated. Originality/value This is the first study to analyze the blood bank context. The results provide invaluable inputs to marketers, managers, and policymakers.