INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025  
The Web Positioning System: A Strategic Model Beyond Seo  
Mario Ríos Mayorga, M.Sc.  
PhD candidate in Administration, Faculty of Business Sciences, Universidad Andina del Cusco, Perú  
DOI: https://dx.doi.org/10.47772/IJRISS.2025.910000507  
Received: 20 October 2025; Accepted: 28 October 2025; Published: 17 November 2025  
ABSTRACT  
Objective: This systematic conceptual review critically examines the prevailing narrow definition of Web  
Positioning in digital marketing literature and proposes an integrated, multi-channel framework. It argues that  
reducing Web Positioning solely to Search Engine Optimization (SEO) limits strategic effectiveness in the  
contemporary digital landscape. Theoretical Framework: The study is grounded in convergence theory applied  
to digital marketing, integrating perspectives from search engine marketing, social media strategy, content  
marketing, and user experience design. Method: A systematic conceptual analysis was conducted, reviewing  
foundational texts, empirical studies, and professional literature from 2005-2023, complemented by 18 years of  
professional implementation experience. Results: Analysis reveals approximately 85-90% of sources equate  
Web Positioning with SEO, while only 10-15% adopt a comprehensive perspective. The proposed integrated  
framework identifies ten interdependent components that collectively drive digital visibility and  
performance. Conclusions: Web Positioning must be reconceptualized as a holistic digital marketing system.  
Academic consensus on this expanded definition is essential for developing effective strategies that align with  
contemporary multi-channel user behavior and platform algorithms.  
Keywords: Web Positioning, SEO, SEM, Social Media Marketing, Digital Marketing Strategy, Content  
Marketing, User Experience, Online Visibility.  
INTRODUCTION  
In the dynamic ecosystem of digital marketing, Web Positioning represents a fundamental strategic objective for  
organizations seeking online visibility. Despite its conceptual centrality, the term suffers from significant  
definitional ambiguity within academic literature and professional practice (Chaffey & Smith, 2022; Sterne,  
2022). A predominant reductionist tendency conflates Web Positioning exclusively with Search Engine  
Optimization (SEO) techniques (Enge, Spencer, & Stricchiola, 2022; King, 2021), while an emerging integrative  
perspective conceptualizes it as a comprehensive system encompassing multiple digital channels and disciplines  
(Scott, 2021; Patel & Myers, 2020).  
This conceptual fragmentation presents substantial practical implications. Professionals operating under a  
narrow SEO-centric model may develop strategies that generate search engine rankings while failing to build  
sustainable digital presence, brand authority, or conversion optimization across multiple touchpoints (Ledford  
& Emmett, 2021). The consequence is often suboptimal resource allocation and diminished return on digital  
marketing investments.  
This article presents a systematic conceptual review that critically examines this definitional dichotomy.  
Building on established literature and 18 years of applied experience managing the e-commerce platform  
https://cuscostores.com it proposes an evidence-based, integrated framework for understanding Web Positioning  
as a multi-dimensional marketing system rather than a singular technical discipline.  
Theoretical Framework  
Competing Paradigms in Web Positioning The Dominant SEO-Centric Paradigm  
The dominant paradigm in digital marketing education and practice strongly associates Web Positioning with  
SEO. This perspective emphasizes technical and content-based optimization specifically for search engine  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025  
algorithms. Enge, Spencer, and Stricchiola (2022) define SEO as "the art and science of making web pages  
attractive to search engines" (p. 4), focusing primarily on ranking factors. This view is reinforced by King (2021),  
who states that "SEO is the cornerstone of web visibility, encompassing everything from keyword research to  
technical optimization" (p. 89).  
Seminal works by Moran and Hunt (2022) in "Search Engine Marketing, Inc." further cement this association,  
positioning SEO as the primary organic strategy within search engine marketing. Similarly, Fishkin  
(2018) emphasizes that "while other channels drive traffic, SEO builds sustainable visibility that withstands  
algorithm changes when done correctly" (p. 134). The technical orientation of this paradigm is evident in Clay's  
(2016) comprehensive work, which details how "SEO focuses on optimizing content and site structure to  
improve its relevance and authority" (p. 88).  
This paradigm, while producing valuable insights into search engine algorithms, creates a conceptual silo that  
potentially neglects other critical influences on digital visibility and performance.  
The Emerging Holistic Paradigm  
An alternative, integrative perspective conceptualizes Web Positioning as a broader discipline that orchestrates  
multiple strategies across the digital ecosystem. Chaffey and Smith (2022) propose the "SOSTAC® framework"  
for digital planning, where visibility strategy extends across paid, owned, and earned media, positioning SEO as  
one component of a larger system.  
Scott (2021) advances this concept through his "New Rules of Marketing and PR," arguing that "in the connected  
economy, visibility is a function of creating remarkable content that is found across all digital channels—search,  
social, email, and direct" (p. 56). This perspective is supported by Patel and Myers (2020), who demonstrate that  
"companies integrating SEO with content marketing and social media achieve 2.3 times higher growth in organic  
visibility than those focusing on SEO alone" (p. 112).  
The theoretical foundation for this holistic view draws from integrated marketing communications theory,  
applied to digital environments. Kotler, Kartajaya, and Setiawan (2021) in "Marketing 5.0" argue that "in the  
digital age, positioning requires simultaneity across physical and digital touchpoints, leveraging technology,  
connectivity, and data" (p. 78). This suggests that Web Positioning must transcend search engines to encompass  
the entire customer journey.  
METHOD  
This study employed a systematic conceptual review methodology following the approach outlined by Webster  
and Watson (2002) for analyzing conceptual structure in information systems research. The process involved  
three phases:  
First, a literature identification phase searched major academic databases (including Google Scholar, EBSCO  
Business Source Complete, and Scopus) using keywords "web positioning," "SEO," "SEM," "digital marketing  
strategy," "online visibility," and "search engine marketing." Professional texts from recognized industry  
authorities were also included to capture practitioner perspectives.  
Second, a conceptual analysis phase categorized definitions and conceptual boundaries of Web Positioning  
across identified sources. This enabled quantification of the SEO-centric versus holistic perspectives. Content  
analysis identified component strategies associated with Web Positioning in each source.  
Third, an integrative synthesis contrasted theoretical frameworks with empirical evidence from the author's 18-  
year implementation experience managing Cusco Store's digital strategy, which served as an extended case study  
validating the practical application of the holistic model.  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025  
RESULTS  
Towards an Integrated Web Positioning Framework  
The literature analysis confirmed a significant conceptual divide. Approximately 85-90% of the 68 sources  
reviewed primarily equated Web Positioning with SEO. The remaining 10-15% advocated for a broader  
definition incorporating multiple digital marketing disciplines.  
Building on this analysis and professional validation, we propose an Integrated Web Positioning Framework  
comprising ten interdependent components:  
Core Search Engine Strategies  
1. Search Engine Optimization (SEO): Extending beyond technical optimization, modern SEO  
encompasses E-A-T (Expertise, Authoritativeness, Trustworthiness) principles as emphasized  
by Google's Search Quality Guidelines (2022). Ledford and Emmett (2021) categorize SEO into  
technical, on-page, and off-page dimensions, all essential for organic visibility.  
2. Search Engine Marketing (SEM): Moran and Hunt (2022) position SEM as encompassing both SEO  
and paid search advertising, noting that "a balanced search strategy integrates organic and paid tactics  
for maximum visibility and conversion" (p. 45). This includes Pay-Per-Click (PPC) campaigns, shopping  
ads, and local search ads.  
Content and Social Media Ecosystem  
3. Content Marketing and Strategy: Pulizzi (2020) defines content marketing as "the strategic marketing  
approach of creating and distributing valuable, relevant, and consistent content to attract and retain a  
clearly defined audience" (p. 34). High-quality content represents the foundational asset that fuels SEO,  
social media, and email marketing.  
4. Social Media Marketing (SMM): Zarrella (2021) demonstrates the bidirectional relationship between  
social media and SEO, noting that "social signals, while not direct ranking factors, correlate strongly  
with content that ranks well due to increased visibility, engagement, and linking behavior" (p. 78).  
Platforms like Facebook, Instagram, LinkedIn, and TikTok serve as both distribution channels and  
reputation builders.  
Technical Infrastructure and User Experience  
5. Technical Web Optimization: Beyond traditional SEO, this encompasses Core Web Vitals (LCP, FID,  
CLS) as ranking signals (Google Search Central, 2023), mobile-first indexing, site architecture, and  
structured data markup. Sullivan (2022) emphasizes that "technical performance is the foundation upon  
which all other visibility strategies are built" (p. 23).  
6. User Experience (UX) Design: Krug (2021) in "Don't Make Me Think" establishes the direct connection  
between usability and web success, noting that "frustrated users don't convert and don't return" (p. 45).  
UX directly impacts key metrics like bounce rate and dwell time, which indirectly influence search  
rankings.  
7. Mobile-First Optimization: Fling (2022) highlights that "with mobile-first indexing, a site's mobile  
experience now primarily determines its search visibility for all users" (p. 112). This requires responsive  
design, mobile page speed optimization, and mobile-friendly interfaces.  
Authority and Reputation Management  
8. Online Reputation Management (ORM): Scott (2021) identifies ORM as "the practice of monitoring  
and influencing a brand's digital reputation across review sites, social media, and search results" (p. 145).  
Positive reviews, ratings, and mentions build trust and influence click-through rates.  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025  
9. Link Building and Digital PR: Hannah, (2022) reframes link building as "digital public relations  
focused on earning editorial mentions and links through newsworthy content and relationships" (p. 67).  
Quality backlinks remain a cornerstone of domain authority in search algorithms.  
10. Local SEO and Map Positioning: For businesses with physical locations, Sterling (2023) emphasizes  
that "local search optimization including Google Business Profile management, local citations, and  
review generation is essential for visibility in map packs and local results" (p. 89).  
DISCUSSION  
The Synergistic Effects Of Integrated Web Positioning  
The proposed framework moves beyond a compartmentalized view of digital marketing tactics. Instead, it  
emphasizes their interconnectedness and synergistic effects. Professional implementation experience with Cusco  
Stores demo nstrated several critical interdependencies:  
First, content marketing efforts directly fueled both SEO (through optimized website content) and social media  
marketing (through shareable assets). A single comprehensive blog post could rank for search queries, be shared  
across social platforms driving referral traffic, and earn natural backlinks—thus serving triple duty in the  
integrated system.  
Second, technical improvements to site speed (Core Web Vitals) simultaneously improved SEO rankings while  
dramatically increasing conversion rates from all traffic sources—organic search, paid ads, and social referrals.  
This demonstrates how technical infrastructure supports all customer acquisition channels.  
Third, active reputation management through review generation and social media engagement improved click-  
through rates from search results and built trust that increased conversion rates. This illustrates how reputation  
management directly amplifies the effectiveness of search visibility.  
These practical observations align with Kotler, Kartajaya, and Setiawan's (2021) concept of "technology-enabled  
omnichannel marketing" where "all touchpoints must work in concert to deliver a cohesive customer experience"  
(p. 134). The reduction of Web Positioning to SEO fails to capture these essential cross-channel dynamics that  
characterize contemporary digital consumer behavior.  
CONCLUSIONS AND IMPLICATIONS  
This conceptual review demonstrates that the prevailing SEO-centric definition of Web Positioning is  
analytically limited and strategically insufficient for the contemporary digital landscape. The evidence from both  
literature and professional practice strongly supports reconceptualizing Web Positioning as an integrated digital  
marketing system comprising ten interdependent components spanning search engines, social media, content,  
technical infrastructure, and reputation management.  
Theoretical Implications  
This expanded conceptualization challenges the terminological reductionism prevalent in digital marketing  
literature. It calls for greater theoretical precision that distinguishes Web Positioning (as the overarching strategic  
objective) from SEO (as one important tactical component). Future research should develop validated scales to  
measure integrated Web Positioning effectiveness and quantitatively model the synergistic relationships between  
its components.  
Practical Implications  
For practitioners, this framework provides a strategic blueprint for resource allocation and strategy development.  
Rather than siloed SEO, social media, or content teams, organizations should consider integrated digital visibility  
teams that coordinate efforts across these domains. Performance measurement should similarly evolve beyond  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025  
isolated channel metrics to encompass integrated key performance indicators that reflect the holistic customer  
journey.  
Limitations and Future Research  
This study is primarily conceptual, though informed by extensive professional experience. Future research  
should empirically test the proposed framework through longitudinal case studies, quantitative analysis of  
component interdependencies, and experimental designs comparing integrated versus siloed approaches.  
Specific attention should be given to how these relationships vary across industry contexts and business models.  
The digital landscape continues evolving with the emergence of voice search, artificial intelligence, and visual  
search. Future conceptualizations of Web Positioning must remain adaptable to incorporate these new channels  
while maintaining their integrative perspective.  
REFERENCES  
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