The Web Positioning System: A Strategic Model Beyond Seo

Abstract

Objective: This systematic conceptual review critically examines the prevailing narrow definition of Web Positioning in digital marketing literature and proposes an integrated, multi-channel framework. It argues that reducing Web Positioning solely to Search Engine Optimization (SEO) limits strategic effectiveness in the contemporary digital landscape. Theoretical Framework: The study is grounded in convergence theory applied to digital marketing, integrating perspectives from search engine marketing, social media strategy, content marketing, and user experience design. Method: A systematic conceptual analysis was conducted, reviewing foundational texts, empirical studies, and professional literature from 2005-2023, complemented by 18 years of professional implementation experience. Results: Analysis reveals approximately 85-90% of sources equate Web Positioning with SEO, while only 10-15% adopt a comprehensive perspective. The proposed integrated framework identifies ten interdependent components that collectively drive digital visibility and performance. Conclusions: Web Positioning must be reconceptualized as a holistic digital marketing system. Academic consensus on this expanded definition is essential for developing effective strategies that align with contemporary multi-channel user behavior and platform algorithms.