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

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. •Informs SMEs and digital marketers about emerging SEO poisoning risks, stressing proactive cybersecurity.•Proposes countermeasures against common SEO poisoning tactics like malicious backlinks, cloaking, and clickbait.•Introduces a general solution framework aligned with the NIST Cybersecurity Framework, considering SME constraints.•Recommends tailored best practices to bolster SME cyber defenses against SEO poisoning.•Provides discussions on multiple facets of this cybersecurity challenge for SMEs.