In today’s digital age, a robust online presence is essential for the growth and competitiveness of Small and Medium Enterprises. This study investigates the critical web development factors that influence Search Engine Optimization (SEO) performance, focusing on SMEs in Thika, Kenya. As the digital marketplace becomes increasingly saturated, understanding the interplay between web development practices and SEO success is crucial for SMEs seeking to enhance their visibility and attract customers online. The research identifies and evaluates four primary factors—Site Structure, Technical SEO, Content Quality, and Backlink Quality—as key determinants of SEO performance. Site Structure examines the importance of logical navigation, mobile responsiveness, and user-friendly layouts in boosting search engine rankings. Technical SEO explores elements such as website speed, crawlability, indexing, and secure protocols i.e. HTTPS that underpin an optimized online experience. Content Quality emphasizes the creation of valuable, engaging, and relevant material that aligns with user intent while adhering to SEO best practices. Backlink Quality focuses on the role of credible, high-authority inbound links in improving domain authority and ranking positions. Using a mixed-methods approach, this study incorporates surveys, interviews, and SEO audits to collect comprehensive data from SMEs and industry stakeholders. These methodologies provide insights into current web development practices, challenges, and opportunities for improvement. The findings reveal actionable strategies that SMEs can implement to optimize their websites, improve SEO outcomes, and achieve a competitive edge in the digital marketplace. The research contributes to the broader discourse on the integration of web development and SEO strategies, offering practical recommendations tailored to SMEs in Thika and elsewhere. By addressing specific pain points and leveraging data-driven insights, the study’s aim was to empower SMEs to achieve sustainable growth through enhanced online visibility and customer engagement