Impact of SEO Strategies on the Performance of E-Commerce Websites in Latin America

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dc.creatorOsorio-Andrade, Carlos Fernando
dc.creatorArango Espinal, Edwin
dc.creatorRodríguez-Orejuela, Augusto
dc.date2025-09-30
dc.date.accessioned2026-05-26T16:17:15Z
dc.descriptionObjective: This study analyzes the impact of widely used seo strategies on the performance of e-commerce websites, measured by number of visits, session duration, and bounce rate.Design/Methodology: Content analysis was conducted on 300 e-commerce websites from 12 Latin American countries. The study evaluated factors such as loading speed, backlinks, broken links, and social media integration. Robust regression and Tobit models were implemented to test the proposed hypotheses.Findings: Backlinks were found to increase both the number of visits and session duration. Contrary to expectations, broken links were associated with a higher number of visits, while social media integration reduced visits but improved session duration. Loading speed—for both mobile and desktop versions—was significant only for the bounce rate, which rose as pages loaded more slowly.Conclusions: Some commonly adopted seo strategies fail to produce the expected effects on web performance. Organizations are advised to focus less on fixing broken links and more on creating valuable content, build strategic partnerships to increase backlinks, and maintain optimal loading speeds to prevent user drop-off. The integration of social media should be evaluated in light of each site’s specific goals.Originality: This study provides empirical evidence from Latin America. Specifically, it compares global SEO theories with regional dynamics and proposes an analytical framework suited to the realities of e-commerce websites in emerging markets.en-US
dc.descriptionObjetivo: este estudio analiza el impacto de las estrategias populares de seo en el rendimiento de páginas web de comercio electrónico, medido por el volumen de visitas, duración de sesión y tasa de rebote.Metodología: se aplicó análisis de contenido a 300 páginas web de comercio electrónico de 12 países latinoamericanos, evaluando factores como velocidad de carga, enlaces entrantes (backlinks), enlaces rotos y conexión a redes sociales. Se implementaron modelos de regresión robusta y Tobit para contrastar las hipótesis formuladas.Resultados: los backlinks incrementan tanto las visitas como la duración de la sesión. Contrario a lo esperado, los enlaces rotos aumentan las visitas, mientras que la conexión a redes sociales las disminuye, aunque favorece la duración de la sesión. La velocidad de carga, tanto en versión móvil como de escritorio, mostró ser significativa únicamente para la tasa de rebote, aumentándola cuando es más lenta.Conclusiones: algunas estrategias seo populares no tienen el impacto esperado en el rendimiento web. Se les recomienda a las organizaciones enfocarse menos en la gestión de enlaces rotos y más en generar contenido valioso, establecer alianzas estratégicas para aumentar backlinks, y mantener una velocidad de carga óptima para evitar el abandono de usuarios. La decisión sobre la integración de redes sociales debe evaluarse según los objetivos específicos del sitio.Originalidad: este estudio aporta evidencia empírica desde América Latina, contrastando teorías globales con dinámicas regionales y ofreciendo un marco analítico adaptado a la realidad de las plataformas de e-commerce en mercados emergentes.es-ES
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dc.identifierhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/3414
dc.identifier10.22430/24223182.3414
dc.identifier.urihttps://hdl.handle.net/20.500.12622/8122
dc.languagespa
dc.publisherInstitución Universitaria ITMen-US
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dc.rightsCopyright (c) 2025 Carlos Osorio-Andrade, Edwin Arango-Espinal, Augusto Rodriguez-Orejuelaen-US
dc.rightshttps://creativecommons.org/licenses/by-nc-sa/4.0en-US
dc.sourceRevista CEA; Vol. 11 No. 27 (2025); e3414en-US
dc.sourceRevista CEA; Vol. 11 Núm. 27 (2025); e3414es-ES
dc.source2422-3182
dc.source2390-0725
dc.subjectposicionamiento orgánico en motores de búsquedaes-ES
dc.subjectrendimiento webes-ES
dc.subjectcomercio electrónicoes-ES
dc.subjectGooglees-ES
dc.subjectanalítica webes-ES
dc.subjectorganic search engine optimizationen-US
dc.subjectweb performanceen-US
dc.subjecte-commerceen-US
dc.subjectGoogleen-US
dc.subjectweb analyticsen-US
dc.titleImpact of SEO Strategies on the Performance of E-Commerce Websites in Latin Americaen-US
dc.titleImpacto de las estrategias SEO en el rendimiento web de plataformas de e-commerce en América Latinaes-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion

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