Özet:

In digital marketing processes, businesses' websites can be used to enable consumers to quickly access their brands and products with the keywords they type into search engines such as Google, Yandex and Safari, through Search Engine Optimization (SEO) activities. Digital marketing has required businesses to create their e-commerce strategies according to Google algorithms, the most frequently preferred search engine. The aim of the study is to reveal the effectiveness of Google algorithms in consumer purchasing behavior and how algorithms are used to achieve business goals. For this reason, the latest developments in the market and the importance of algorithms in e-commerce activities were revealed by using the literature review method. Businesses are developing algorithms to ensure that their e-commerce sites receive more clicks and are at the top of Google rankings. Many situations such as what consumers like and dislike, how they dress, how the consumers perform their purchasing behavior can be determined by SEO-supported algorithms recently. In addition, the study tries to represent the determining role of Google and SEO activities in consumer purchasing preferences, the importance of trends in e-commerce processes, and the projection of digital marketing into the marketing activities of businesses.

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