International Research Journal of Education and Technology

Investing in Search Engine Optimization (SEO) offers diverse opportunities for small businesses aiming to enhance their online visibility and digital reach. This study explores the comparative advantages and challenges of SEO strategies in improving the discoverability of small enterprises in the digital marketplace, focusing on the preferences, behaviours, and perceptions of business owners in Coimbatore City. The research seeks to identify the factors influencing the adoption of SEO, including cost-effectiveness, organic traffic growth, brand credibility, and evolving search engine algorithms. The study employs a quantitative approach and includes primary data. Surveys with small business owners, digital marketing professionals, and SEO analysts in Coimbatore provide relevant insights, while quantitative data on website traffic, keyword rankings, and conversion rates highlight trends over the past five years. The findings reveal that SEO is favoured for its long-term benefits, cost efficiency, and ability to attract targeted audiences, making it an essential tool for businesses with limited marketing budgets. In contrast, businesses relying solely on paid advertisements may experience higher costs and fluctuating visibility, making SEO a sustainable alternative.