Search engine optimization poisoning: A cybersecurity threat analysis and mitigation strategies for small and medium-sized enterprises

Tran Duc Le, Thang Le-Dinh and Sylvestre Uwizeyemungu

Technology in Society, 2024, vol. 76, issue C

Abstract: This study investigates the emerging cybersecurity threat of search engine optimization (SEO) poisoning and its impact on small and medium-sized enterprises’ (SMEs) digital marketing efforts. Through a comprehensive analysis of SEO poisoning techniques employed by attackers, the study reveals the significant risks and consequences for SMEs, including reputational damage, financial losses, and disrupted operations. To address these threats, the study proposes tailored mitigation strategies aligned with the principles of the NIST Cybersecurity Framework while considering the resource constraints facing SMEs. The mitigation recommendations encompass technical measures such as website security audits and employee training alongside non-technical initiatives to foster a culture of cybersecurity awareness. Additionally, the study offers several discussions that elucidate the multifaceted challenges posed by SEO poisoning in the SME context from both internal and external perspectives. These contributions will empower SMEs and digital marketers to implement proactive safeguards against SEO poisoning risks and preserve their online presence. The study underscores the need for continued vigilance and adaptive security to combat the evolving tactics of cyber adversaries in the digital marketing domain.

Keywords: SME; SEO; Digital marketing; Cybersecurity (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:76:y:2024:i:c:s0160791x24000186

DOI: 10.1016/j.techsoc.2024.102470

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