Integration of SEO and Meta Ads in The Customer Journey to Increase Traffic and Audience Engagment: A Case Study at PT Sinar Edukasi Nusantara (Studev)
DOI:
https://doi.org/10.31603/conference.17311Kata Kunci:
digital marketing, search engine optimization (SEO), meta ads, customer journey, audience engagementAbstrak
This study aims to analyze the integration of Search Engine Optimization (SEO) and Meta Ads in the digital marketing strategy of the edutech platform Studev. It focuses on how these two digital channels are integrated to shape the customer journey and contribute to increasing website traffic and audience engagement. This study employed a qualitative approach using a case study strategy. Data were collected through in-depth interviews, participant observation, and digital documentation involving individuals responsible for planning and implementing Studev's digital marketing strategy. The data were analyzed using thematic analysis supported by source triangulation. The findings reveal that SEO and Meta Ads play complementary roles throughout the customer journey. SEO enhances organic visibility and drives website traffic, while Meta Ads expands audience reach, increases engagement, and supports conversion through targeted campaigns. The integration of both channels creates a connected customer journey across multiple digital touchpoints, resulting in a more effective digital marketing strategy. This study contributes to the digital marketing literature by demonstrating the value of integrating organic and paid digital channels and offers practical insights for edutech companies in designing integrated digital communication strategies.
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