<![CDATA[This study aims to formulate and develop strategies for optimizing Search Engine Optimization (SEO) and Search Engine Marketing (SEM) as digital marketing strategies for a community-based tourist destination in Nila Kawali Village, Ciamis Regency, to increase digital visibility, tourist visits, and empower local MSMEs. The study used a descriptive qualitative approach with a case study design, involving destination managers, MSMEs, village officials, and related parties as research subjects through purposive sampling. Data were collected through in-depth interviews, field observations, documentation, and Focus Group Discussions (FGDs), then analyzed thematically to identify patterns, obstacles, and potential for effective SEO and SEM implementation. The results showed that digital marketing in Nila Kawali Village is still limited, with promotions mostly through social media, low digital visibility, and stagnant engagement rates at a low range. Keyword analysis and SEM simulations indicated a large potential audience, so that the implementation of SEO and SEM strategies has the potential to increase audience engagement and destination competitiveness. In addition, this study found enthusiasm and commitment from MSME managers and actors to develop digital marketing despite limited human resource capacity. This research produces a draft digital marketing strategy based on SEO and SEM that is applicable and can be validated with partners, and is expected to become a model for developing community-based digital tourism marketing that can be replicated in similar destinations.]]>
