Abstract
Search engines play a central role in how organisations are discovered online, yet constant algorithm changes create uncertainty around how search performance is produced and maintained. While prior research has largely focused on identifying ranking factors and technical optimisation practices, less attention has been given to why organisations experience different outcomes following algorithm updates. This study addresses this gap by applying dynamic capability theory to examine how organisational processes support adaptability in environments characterised by algorithmic volatility. Drawing on a quantitative research design, data were collected from 81 SEO and digital marketing professionals working in technology-driven organisations. Multiple regression analysis was used to test the extent to which seven SEO capability dimensions, algorithm monitoring, audit readiness, technical capability, content usability, content strategy, keyword strategy and link building, predict organisational adaptability following search algorithm changes. Findings show that only two capability dimensions, content strategy quality and keyword strategy significantly influence adaptability. Organisations that systematically refresh content, align it with user intent, and manage keywords strategically demonstrate stronger recovery and stability after algorithm updates. These results suggest that adaptability in SEO is less about compliance with technical best practices and more about developing repeatable, learning-oriented strategic routines. The study contributes to digital marketing and information systems literature by introducing a dynamic capability lens to SEO research and offers practical implications for managers seeking resilient search strategies in increasingly uncertain algorithmic environments.
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