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This study aimed to investigate the role of SEO as a strategic competitive advantage. This study uses a qualitative approach with case studies are used as a research design. Researchers in the interviews to the owner Caldera Trail & Jeep Adventure. The results of this study indicate that the role of SEO to optimize the website proved successful in the company's competitive advantage strategy Caldera Trail & Jeep Adventure. The results showed online marketing is done through Facebook, Twitter,doi:10.21111/tijarah.v2i2.741 fatcat:cmzekglqujawllqtkb2kppsljy