Pajuelo Sánchez, AlbertoBueno Ávila, SalvadorGallego Pereira, María Dolores2026-07-312026-07-312026-07-2910.4018/JECO.417369https://hdl.handle.net/10433/27314The article develops a systematic literature review examining the fundamental role of organic Search Engine Optimization (SEO) in electronic commerce (e-commerce). The PRISMA method guided the review process. Through the analysis of a large corpus using textometric and semantic techniques, the study identifies and analyzes the most frequently used terms and concepts in academic research on organic SEO in e-commerce. The findings confirm that SEO strategies significantly influence visibility, traffic, and overall platform performance. The review also categorizes recent trends and innovative approaches, including keyword optimization, high-quality content creation, and integration with broader digital marketing strategies. The study highlights substantial opportunities for future research and outlines relevant managerial implications. As e-commerce continues to expand, adaptive and innovative SEO strategies are essential to ensure sustained competitiveness in an increasingly dynamic digital environment.application/pdfenAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/SEO (Search Engine Optimization)E-CommerceDigital MarketingSystematic Literature ReviewPRISMAjournal articleopen access