MBA Thesis Analyses Impact of SEO for B2B and B2C IT Companies

12.02.2025

Ali Mohamed Júnior’s Study Highlights Importance of SEO For Businesses

Digital marketing is becoming increasingly essential for businesses in an irreversible trend that was only accelerated by the COVID-19 pandemic. As a result, techniques such as Search Engine Optimisation (SEO) have become crucial to the success of companies.

To better understand this scenario, Wittenborg graduate Ali Mahfudh Mohamed Júnior wrote his thesis on the impact of SEO as a marketing tactic for Dutch business-to-business (B2B) and business-to-consumer (B2C) Information Technology (IT) start-ups.

Ali, who recently completed an MBA degree in Digital Marketing and Communication, explains that he was motivated to choose this research topic as a result of his professional experience in the field of digital marketing.

“This topic was a natural choice for me because I am very experienced in SEO, having helped three startup companies get to the first pages and positions of Google’s Search Results Page (SERP). Later, I went on to start my own digital marketing agency in Amsterdam, AM Digital Marketing, to help small and medium-sized businesses from around the world. I established my agency in June 2023 and have already helped and assisted more than 25 companies, primarily in the US, Netherlands, Brazil, Portugal, Peru, Colombia, New Zealand, Germany, South Africa and Oman,” he highlights.

To gather information for his study, Ali used electronic questionnaires and brief interviews with founders, marketing managers and managing directors from B2B and B2C IT firms. His research involved 50 participants in total, covering topics such as digital marketing efforts, familiarity with SEO, website performance ranking observation, SEO impact & importance, Click Through Rate (CTR), SEO budget & tools, keywords and inbound lead generation measuring.

Ali’s study finds that while 62% of Dutch IT B2B companies utilise SEO, 65% of B2C IT companies use it. As a result, the latter have attained better results in terms of conversions and sales. “Due to the popularity and effectiveness of SEO as a marketing tactic for these firms, they were able to witness a growth of more than 70% in their sales and client acquisition along with an increasing number of online visitors or organic traffic,” he underlines.

The graduate adds that SEO is increasingly recognised as a vital marketing tactic by Dutch IT companies, playing a key role in the success of both B2B and B2C businesses. Particularly for B2C companies, the impact of SEO in driving business growth is evident, with many seeing significant results in customer acquisition, revenue generation and overall growth. “SEO has not only played a pivotal role in the growth of established Dutch IT companies but has also contributed to the rise of new start-ups in the Netherlands. As SEO enables businesses to increase visibility and reach a broader customer base, it has become a key factor for start-ups aiming to establish themselves in competitive markets. This growing reliance on SEO has, in turn, fuelled an ever-increasing demand for digital marketers with expertise in executing these strategies.”

According to Ali, the aspects he enjoyed most about his thesis were writing the literature review, findings and recommendation sections. “I also enjoyed the data collection process and the brief but very interesting interviews I had with a few companies,” he says.

The graduate advises current Wittenborg students to choose a thesis topic that they are truly passionate about and dive deep into it. “Start off strong from the first month and don’t wait for the Research Methodologies class to nail down your topic. Get those ideas flowing and start working on your project early. This way, when it’s time to present, you’ve already got a solid foundation. Plus, you’ll save yourself from the last-minute crunch. Here’s a tip: dedicate a few hours every day to your research. Consistency is key. And remember, it’s not just about finishing quickly; it's about enjoying the journey and learning along the way. So, keep that passion alive, and you’ll be amazed at what you can achieve. You’ve got this!”

Regarding his plans for the future, Ali comments that through his agency, AM Digital Marketing, he is looking to expanding his network and creating fresh business opportunities. Additionally, he is working on launching a fully remote SEO and Digital Marketing bootcamp in his native country of Mozambique starting in June 2025. “This is especially important because Mozambique faces challenges with limited technology access and a high illiteracy rate. I want to empower the youth in my home country to learn how to make money online and start their own businesses. By doing this, I hope to help boost the local economy and encourage growth in our community.”

The graduate concludes by remarking that his journey in the field of digital marketing has shaped his identity as a self-made individual. “I deeply believe that I can make a meaningful impact on humanity by bringing joy to small and medium-sized business owners through increased customers and sales for their enterprises. My mission is to empower these businesses, helping them thrive and succeed in a competitive landscape.”