Leveraging SEO and SEM Strategies to Enhance Online Sales Performance

A Comparative Study of Ramayana.com and Matahari.com

Penulis

  • Alma Syifa Maulidina Digital Marketing, Telkom University
  • Widi Prayoga Management, Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.37278/eprofit.v8i1.1511

Kata Kunci:

SEO, SEM, Digital Marketing, Website Optimization, Online Sales

Abstrak

This study examines the role of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) in enhancing digital visibility and business performance through a comparative study of Ramayana.com and Matahari.com. The study employed a qualitative comparative approach using secondary data obtained from website observation, Google search result analysis, Google Trends data, social media visibility, and company financial reports from 2017 to 2025. The data were analyzed using comparative descriptive analysis to evaluate on-page SEO, off-page SEO, search engine visibility, search interest trends, and profit growth patterns of both companies. The results indicate that both websites have low search engine visibility. For the keyword “beli baju pria,” neither website appeared on the first page of Google search results; Matahari.com ranked on the second page, while Ramayana.com appeared on the third page. Google Trends data further show consistently low search interest for both websites throughout 2025, although Matahari.com recorded a temporary spike with an index value of 100, indicating short-term traffic driven by SEM-based campaigns. In contrast, Ramayana.com demonstrated relatively stable but lower digital engagement. From a financial perspective, both companies experienced post-pandemic recovery; however, profit growth remained fluctuating. Ramayana recorded profit growth of 14.45% in 2024 before declining by 13.09% in 2025, while Matahari recorded growth of 10.53% in 2024 before declining by 14.29% in 2025. These findings confirm that SEO contributes to long-term digital visibility, whereas SEM is more effective in generating short-term traffic. Therefore, the integration of SEO and SEM is essential to strengthen digital visibility, improve user engagement, and support more sustainable business performance.

Referensi

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Diterbitkan

2026-04-23

Cara Mengutip

Maulidina, A. S., & Prayoga, W. (2026). Leveraging SEO and SEM Strategies to Enhance Online Sales Performance : A Comparative Study of Ramayana.com and Matahari.com. Economics Professional in Action (E-Profit), 8(1), 19–26. https://doi.org/10.37278/eprofit.v8i1.1511

Terbitan

Vol 8 No 1 (2026): Economic Professional in Action (E-PROFIT)

Bagian

Articles

Lisensi

Hak Cipta (c) 2026 Alma Syifa Maulidina, Widi Prayoga

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