Effectiveness of Search Engine Optimization Strategies in Increasing Organic Traffic: Evidence from an IT Training Institute

Authors:

Dr.P Shalini, Mr. B.Muralikrishna

Dr.P Shalini, Assistant Professor, Panimalar Engineering College, Chennai - 600123 Mr. B.Muralikrishna, Student, Panimalar Engineering College, Chennai – 600123

ABSTRACT

This study investigates the effectiveness of Search Engine Optimization (SEO) strategies in driving organic traffic, with special reference to IntelliMindz, an IT training institute operating in a highly competitive e-learning market. Using a descriptive research design and a structured questionnaire administered to 120 respondents, the study employs a range of non-parametric statistical tools including the Mann-Whitney U test, Chi-square test, Spearman Rank Correlation, and the Kruskal- Wallis H test. Findings reveal that SEO is the most widely practiced digital marketing activity among the surveyed workforce, while content marketing remains significantly underutilized. LinkedIn emerges as the dominant lead generation platform, and email continues to be the primary mode of client communication. Statistical analysis confirms significant associations between digital marketing activities and lead generation platforms, between response time and client conversion, and between communication skill importance and employee confidence. The study concludes that an integrated approach combining SEO with content marketing, social media, and improved communication practices is essential for sustainable organic traffic growth and competitive positioning.

Keywords: Search Engine Optimization, organic traffic, digital marketing, content marketing, e- learning, lead generation, IntelliMindz