Search Engine Optimization and Internet Marketing Strategy Among Medium-Sized Companies in Bamenda, Cameroon: An Exploratory Study

Abstract

Search Engine Optimization (SEO) and internet marketing have become critical strategic tools for businesses seeking visibility and competitiveness in increasingly digital markets. However, adoption among medium-sized companies in emerging economies such as Cameroon remains underexplored, particularly outside major metropolitan centers. This exploratory study examines the extent to which medium-sized companies in Bamenda, Cameroon, understand and apply SEO and broader internet marketing strategies. Using a mixed-methods approach combining surveys and interviews with marketing personnel and business owners across a purposive sample of medium-sized firms in Bamenda, the study investigates current digital marketing practices, levels of SEO literacy, barriers to adoption, and perceived returns on digital marketing investment. Findings reveal that while awareness of digital marketing is generally high, practical SEO implementation remains limited, constrained by resource limitations, inadequate technical expertise, unreliable internet infrastructure, and a preference for traditional marketing channels. Companies that had adopted structured SEO and internet marketing practices reported improved customer reach and brand visibility, suggesting substantial untapped potential. The study recommends targeted capacity-building interventions, affordable technical support ecosystems, and awareness campaigns tailored to the operational realities of medium-sized enterprises in secondary cities like Bamenda. These findings contribute to a growing body of literature on digital marketing adoption in Sub-Saharan African business contexts and offer practical guidance for policymakers, business support organizations, and enterprise owners seeking to strengthen digital competitiveness.

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