The Role of Competitive Advantage Between Search Engine Optimization and Shaping the Mental Image of Private Jordanian University Students Using Google

Abstract

This study aims to determine the factors that influence the improvement of the mental image of Jordanian private university students who primarily use Google. Building upon the concept of Search Engine Optimization (SEO), we developed and assessed a conceptual framework that includes the influences of On-Page Optimization, Off-Page Optimization, and the functioning of search engines. The theoretical framework of the study draws upon Bedny's perspective of activity, which emphasizes purposeful actions undertaken by individuals in specific contexts. Activity encompasses not only physical actions but also the psychological processes and social interactions associated with them. A sample of 400 respondents was surveyed, revealing a strong relationship between search engine optimization (as an independent variable) and the creation of a positive mental image (as a dependent variable). Competitive advantage served as a mediating variable, with dimensions including scope, site, synergy, and system, particularly among potential students. The results demonstrate that search engine optimization significantly impacts the creation and formation of a positive mental image among students at private Jordanian universities, and it correlates strongly with their self-perceptions. Further research is needed to better understand the role of search engine optimization, artificial intelligence, and big data techniques in attracting students to private universities. This study contributes to the literature on both Search Engine Optimization and Knowledge Graphs by offering a fresh perspective on how these subjects can be effectively utilized in modern marketing. Additionally, it provides insights into the benefits of SEO utilization in the context of Knowledge Graphs.