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Building on their social media successes, Small World Marketing also focuses on optimizing Google My Business listings to enhance local search visibility and attract more customers. They analyze the performance of existing content, suggesting adjustments and optimizations to improve its relevance and performance. Voice search is one trend that's gaining momentum. Learn more about Langley SEO services here They monitor comments, respond to queries, and participate in discussions, making their clients' brands more relatable and accessible.
By harnessing the power of advanced algorithms and data analytics, they tailor marketing solutions that aren't only effective but also ahead of their time. Learn more about Langley’s Leading SEO Solutions Experts here. Search Engine Optimization Langley Beyond keyword optimization, AI-driven strategies revolutionize content creation by understanding user intent and optimizing for semantic relevance. They're now able to optimize content dynamically, respond swiftly to algorithm changes, and analyze search trends with unprecedented precision. Keyword Density Langley
By leveraging AI tools alongside human creativity, they ensure each piece of content isn't just optimized for search engines but also resonates with the target audience. It's about strategically using these platforms to support and enhance your SEO efforts, ensuring your business achieves sustainable growth online. Boosting online visibility, especially through local SEO, is crucial for businesses aiming to attract more customers from their immediate geographic area.
Businesses must adapt to these trends to ensure their visibility and relevance in the local market. It's this dedication to staying ahead of the curve that positions Small World Marketing as leaders in the SEO domain. Their strategy involves a mix of optimizing existing content for search engines and creating new, engaging content that resonates with the target audience.

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Small World Marketing recognizes the importance of leveraging these strategies to stand out in a crowded digital landscape. Additionally, they ensure your social media profiles are optimized for search engines, incorporating relevant keywords in your bios and posts to improve visibility. These accomplishments aren't just numbers; they're a testament to the team's dedication, creativity, and unwavering commitment to redefining SEO success. The firm's strategic approach involves a deep dive into the intricacies of digital marketing, ensuring that each client's online presence isn't just noticeable but dominant. It's about being proactive, addressing negative feedback promptly, and amplifying positive sentiments.

They're able to adapt quickly to changes in the market or search engine algorithms, ensuring their visibility remains consistent and their message reaches its intended audience. This approach not only boosts the business's online presence but also fosters a sense of community engagement. Backlinks are another cornerstone of SEO excellence.

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Additionally, they harness the power of social media analytics to refine and adapt their strategies.

Integrating these keywords naturally into website content, meta descriptions, and titles can significantly enhance a business's presence in local search results. Conversion Rate Optimization Langley They've developed a cutting-edge AI system that constantly monitors search engine algorithms, predicting shifts before they happen. This capability allows for the optimization of SEO strategies in real-time, making adjustments based on current market trends and consumer behaviors. They understand that the crux of driving digital success lies not in casting the widest net, but in weaving one that's intricately designed to catch your ideal customer.

Small World Marketing's expertise ensures that businesses don't just reach more people-they reach the right people in their community.

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The unfolding narrative of their success, marked by compelling case studies and the promise of ongoing support, suggests that there's much more to uncover about the future of SEO and its implications for local businesses. They understand that what works for one company may not work for another, necessitating a bespoke solution for each. Businesses need to adapt by optimizing their online presence for voice search.

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Specifically, two issues decided Langley's future. First was street lights, which Langley Prairie argued were needed not only for safety but also progress, yet on which reeve George Brooks declared "not a nickel" would be spent. Second was Langley Prairie's belief that it had neither the political sway nor fair share of municipal services that it deserved relative to its local tax contribution. Langley Prairie by then constituted 20% of the Township's tax base. A referendum on secession was therefore held in September, 1954. It passed with over 85% of the vote. Langley Prairie officially seceded and became the City of Langley on March 15, 1955.

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This personalized strategy has led to remarkable success stories. The AI SEO revolution has radically transformed how businesses optimize their online presence, streamlining processes that once demanded extensive manual input. Small World Marketing harnesses advanced keyword research techniques to elevate Langley SEO services companies' search rankings effectively. It's improving keyword research, making it more precise and tailored to specific target audiences. Social media plays a crucial role in their approach to expanding digital footprints.

Small World Marketing leverages AI tools to analyze local search trends, ensuring the content aligns with what the community is actively seeking. This approach not only improves readability but also boosts SEO rankings, as search engines favor content that's easier to understand. At the heart of Small World Marketing's vision lies a commitment to harnessing AI's potential to redefine digital marketing landscapes. Their efforts have led to a significant uptick in client revenue, with some businesses seeing a return on investment (ROI) that far exceeds industry averages.

Stick around as we unpack the secrets behind Small World Marketing's success and how they turn the tide in favor of their clients. Recognizing the significance of user experience, Langley SEO services SEO specialists also highlight the importance of mobile optimization for business growth. These are more specific phrases that are less competitive and often lead to higher conversion rates because they match closely with user intent. It's a cyclical process where engaging content on social media attracts users, who then visit the website, increasing traffic and improving SEO metrics.

These case studies not only demonstrate Small World Marketing's ability to dramatically improve online visibility and sales for Langley SEO services companies but also underscore the power of combining AI technology with deep SEO expertise. In essence, partnering with Small World is an investment in a business's future online success. The integration of AI in SEO analytics enables businesses to pinpoint exactly what's working and what isn't. Now, even the smallest business can harness the power of AI to tell its story, connect with its community, and grow its footprint in the digital ecosystem.



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The Langley SEO services SEO specialists at Small World Marketing focus on several key on-page optimization techniques. It's a long game, but one that positions businesses as authoritative figures in their field. Small World Marketing's team begins by conducting an extensive analysis of the business's current online presence, target audience, and industry trends.

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Small World Marketing's approach to crafting unique strategies hinges on its team's ability to blend creativity with analytical prowess.
Their strategy isn't static; it's a dynamic process of constant refinement, ensuring that their clients' content stays ahead in the search engine race. Small World Marketing, at the forefront of this initiative, has mastered the intricacies of Langley SEO services SEO, leveraging its unique aspects to propel businesses to the top of search engine results. SEO Specialists Langley Small World Marketing employs a comprehensive SEO strategy that consistently generates increased customer traffic for their clients.
They understand that in today's digital age, a strong online presence isn't just beneficial; it's essential for survival and growth. Read more about Langley SEO services here They ensure that the content not only incorporates the right keywords for SEO but is also informative, engaging, and easy to read. This meticulous approach to keyword optimization has resulted in significant traffic increases for their clients.
In addition, AI-powered tools streamline the content optimization process, making it more efficient and effective. Finding the right balance is key to enhancing readability while optimizing for search engines. This approach not only pinpoints what users are searching for but also why they're searching, adding a layer of sophistication to SEO efforts that keywords alone can't achieve.



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By leveraging advanced SEO tools and analytics, they identify keywords that aren't only relevant but also have the potential to drive conversions. With an approach that marries innovation with the nuts and bolts of SEO, they've cracked the code to making businesses stand out in a saturated market. These case studies highlight how Small World Marketing's AI-powered SEO strategies aren't just about improving rankings but also about driving tangible business results. It's not just about shrinking a website to fit a smaller screen; it's ensuring the site is intuitive and easy to navigate on any device.

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This means businesses will need to leverage AI to analyze search patterns and optimize their content accordingly to stay competitive.

Selecting the right keywords is crucial for optimizing a website's visibility and attracting targeted traffic. Small World Marketing integrates social media strategies to amplify the reach of their content, creating a synergy that boosts online presence and authority. By harnessing the vast capabilities of artificial intelligence, they're not just reacting to the market; they're staying several steps ahead. For instance, a Langley SEO services-based bakery could benefit from using phrases like 'best bakery in Langley SEO services' or 'Langley SEO services cupcakes' throughout its website.

But it's not just about quantity. This kind of precision marketing means that businesses can tailor their content and offerings more effectively to meet the needs and interests of their target audience. They point out that every online interaction contributes to your brand's digital presence. Performance tracking also extends to assessing the competition.

Having established the vital role of SEO in today's business landscape, it's time to introduce Small World Marketing, the Langley SEO services-based digital marketing firm at the forefront of crafting these essential strategies. Moreover, consistent social media activity helps in building a loyal customer base and establishes a brand as a thought leader, further elevating its position in search engine results pages. They've developed a methodical approach that begins with an in-depth analysis of a client's current online presence, identifying strengths, weaknesses, and opportunities for growth. This includes optimizing meta tags, such as title tags and meta descriptions, to ensure they're both keyword-rich and compelling enough to drive clicks from search engine results pages.

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This approach allows for real-time adjustments, keeping pace with the rapid changes in search algorithms. Small World Marketing's commitment to mobile-first indexing demonstrates their forward-thinking approach to SEO, ensuring their clients stay ahead in the digital landscape. At the heart of Small World Marketing's strategy in Langley SEO services are meticulously crafted SEO services that prioritize these indispensable elements. This isn't just about stuffing keywords into paragraphs; it's about integrating them seamlessly so that the content reads naturally. They also keep a keen eye on performance metrics, understanding that SEO is an ongoing process.

Small World's AI-driven strategies ensure that marketing efforts are precise, targeted, and therefore, more likely to convert leads into loyal customers. To boost user engagement, Langley SEO services companies are integrating AI with SEO strategies. Small World Marketing leverages these elements, understanding that SEO isn't a standalone effort but part of a broader digital ecosystem. Small World Marketing's ability to integrate these diverse elements into a cohesive strategy is what sets them apart.

It's not just about being seen online; it's about being the first option for locals searching for relevant services or products. SEO Marketing Langley They've mastered the art of predicting trends, allowing Langley SEO services companies to adapt swiftly and efficiently. In an increasingly digital world, the combination of AI and SEO is proving to be a game-changer for enhancing user engagement. They help businesses craft compelling content that's not just limited to their own site but also gets published and shared across the web.

That's why Small World Marketing advises companies to regularly monitor their online footprint. This strategic approach leads to higher visibility, increased traffic, and, ultimately, greater success for businesses in the digital landscape. By optimizing for location-based keywords and ensuring that business listings are accurate across various platforms, they're able to significantly boost a business's presence in local search results. It's a meticulous process, but one that significantly boosts a company's online presence.

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Small World Marketing crafts each piece of content with the audience's needs and preferences in mind, ensuring that every article, blog post, or social media update engages and captivates. Small World Marketing is diving into the world of voice search optimization, preparing for the next wave of internet users who rely on Siri, Alexa, and Google Assistant to find what they need. As Small World Marketing dives into the intricacies of digital landscapes, they're bringing to light the undeniable importance of SEO for Langley SEO services's thriving business community.

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Small World Marketing's advanced Langley SEO services SEO services harness the power of localization to ensure that businesses don't just connect with a wide audience, but with the right audience in their specific locale.
For businesses in Langley SEO services working with Small World Marketing, it's the cornerstone of building a predictable pipeline of customers, driving growth in a competitive digital world. SEO for Photographers Langley They know there's no one-size-fits-all in SEO, so they tailor every aspect, from keyword research to content creation, ensuring it aligns with your goals and market demands.

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Embarking on your journey with Small World Marketing begins with a straightforward initial consultation process. SEO for Professionals Langley
Moving on, the focus shifts to mobile optimization methods, a crucial aspect for Langley SEO services businesses working with Small World Marketing. With a deep understanding of Google's ever-evolving algorithms, Small World Marketing leverages AI to tailor strategies that not only increase visibility but also enhance online credibility. Another key strategy they employ is monitoring competitors' backlinks.
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See also

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Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines.[1][2] SEO targets unpaid traffic (known as "natural" or "organic" results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search,[3] news search, and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine when websites rank higher on the search engine results page (SERP). These visitors can then potentially be converted into customers.[4]

History

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Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early Web. Initially, all webmasters only needed to submit the address of a page, or URL, to the various engines, which would send a web crawler to crawl that page, extract links to other pages from it, and return information found on the page to be indexed.[5] The process involves a search engine spider/crawler crawls a page and storing it on the search engine's own server. A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains. All of this information is then placed into a scheduler for crawling at a later date.

Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7]

Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag or index files in engines like ALIWEB. Meta tags provide a guide to each page's content. Using metadata to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content. Flawed data in meta tags, such as those that were inaccurate or incomplete, created the potential for pages to be mischaracterized in irrelevant searches.[8][dubiousdiscuss] Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines.[9] By 1997, search engine designers recognized that webmasters were making efforts to rank well in their search engine and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as Altavista and Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings.[10]

By heavily relying on factors such as keyword density, which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.[11] Since the success and popularity of a search engine are determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.

Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[12] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[13] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[14]

Some search engines have also reached out to the SEO industry and are frequent sponsors and guests at SEO conferences, webchats, and seminars. Major search engines provide information and guidelines to help with website optimization.[15][16] Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website.[17] Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the "crawl rate", and track the web pages index status.

In 2015, it was reported that Google was developing and promoting mobile search as a key feature within future products. In response, many brands began to take a different approach to their Internet marketing strategies.[18]

Relationship with Google

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In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[19] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.

Page and Brin founded Google in 1998.[20] Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[21] Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. Although PageRank was more difficult to game, webmasters had already developed link-building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank. Many sites focus on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[22]

By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation.[23] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. Some SEO practitioners have studied different approaches to search engine optimization and have shared their personal opinions.[24] Patents related to search engines can provide information to better understand search engines.[25] In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.[26]

In 2007, Google announced a campaign against paid links that transfer PageRank.[27] On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute on links. Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat any no follow links, in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.[28] As a result of this change, the usage of nofollow led to evaporation of PageRank. In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated JavaScript and thus permit PageRank sculpting. Additionally, several solutions have been suggested that include the usage of iframes, Flash, and JavaScript.[29]

In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[30] On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts, and other content much sooner after publishing than before, Google Caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[31] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs, the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[32]

In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However, Google implemented a new system that punishes sites whose content is not unique.[33] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[34] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[35] by gauging the quality of the sites the links are coming from. The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Hummingbird's language processing system falls under the newly recognized term of "conversational search", where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words.[36] With regards to the changes made to search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.

In October 2019, Google announced they would start applying BERT models for English language search queries in the US. Bidirectional Encoder Representations from Transformers (BERT) was another attempt by Google to improve their natural language processing, but this time in order to better understand the search queries of their users.[37] In terms of search engine optimization, BERT intended to connect users more easily to relevant content and increase the quality of traffic coming to websites that are ranking in the Search Engine Results Page.

Methods

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Getting indexed

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A simple illustration of the Pagerank algorithm. Percentage shows the perceived importance.

The leading search engines, such as Google, Bing, and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine-indexed pages do not need to be submitted because they are found automatically. The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review.[38] Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links[39] in addition to their URL submission console.[40] Yahoo! formerly operated a paid submission service that guaranteed to crawl for a cost per click;[41] however, this practice was discontinued in 2009.

Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by search engines. The distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.[42]

Mobile devices are used for the majority of Google searches.[43] In November 2016, Google announced a major change to the way they are crawling websites and started to make their index mobile-first, which means the mobile version of a given website becomes the starting point for what Google includes in their index.[44] In May 2019, Google updated the rendering engine of their crawler to be the latest version of Chromium (74 at the time of the announcement). Google indicated that they would regularly update the Chromium rendering engine to the latest version.[45] In December 2019, Google began updating the User-Agent string of their crawler to reflect the latest Chrome version used by their rendering service. The delay was to allow webmasters time to update their code that responded to particular bot User-Agent strings. Google ran evaluations and felt confident the impact would be minor.[46]

Preventing crawling

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To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots (usually <meta name="robots" content="noindex"> ). When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish to crawl. Pages typically prevented from being crawled include login-specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[47] In 2020, Google sunsetted the standard (and open-sourced their code) and now treats it as a hint not a directive. To adequately ensure that pages are not indexed, a page-level robot's meta tag should be included.[48]

Increasing prominence

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A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility. Page design makes users trust a site and want to stay once they find it. When people bounce off a site, it counts against the site and affects its credibility.[49] Writing content that includes frequently searched keyword phrases so as to be relevant to a wide variety of search queries will tend to increase traffic. Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page's metadata, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL canonicalization of web pages accessible via multiple URLs, using the canonical link element[50] or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score. These are known as incoming links, which point to the URL and can count towards the page link's popularity score, impacting the credibility of a website.[49]

White hat versus black hat techniques

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Common white-hat methods of search engine optimization

SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design ("white hat"), and those techniques of which search engines do not approve ("black hat"). Search engines attempt to minimize the effect of the latter, among them spamdexing. Industry commentators have classified these methods and the practitioners who employ them as either white hat SEO or black hat SEO.[51] White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.[52]

An SEO technique is considered a white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines[15][16][53] are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the online "spider" algorithms, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility,[54] although the two are not identical.

Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines or involve deception. One black hat technique uses hidden text, either as text colored similar to the background, in an invisible div, or positioned off-screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. Another category sometimes used is grey hat SEO. This is in between the black hat and white hat approaches, where the methods employed avoid the site being penalized but do not act in producing the best content for users. Grey hat SEO is entirely focused on improving search engine rankings.

Search engines may penalize sites they discover using black or grey hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms or by a manual site review. One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for the use of deceptive practices.[55] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's search engine results page.[56]

As marketing strategy

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SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, such as paid advertising through pay-per-click (PPC) campaigns, depending on the site operator's goals. Search engine marketing (SEM) is the practice of designing, running, and optimizing search engine ad campaigns. Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. SEM focuses on prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to visibility as most navigate to the primary listings of their search.[57] A successful Internet marketing campaign may also depend upon building high-quality web pages to engage and persuade internet users, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[58][59] In November 2015, Google released a full 160-page version of its Search Quality Rating Guidelines to the public,[60] which revealed a shift in their focus towards "usefulness" and mobile local search. In recent years the mobile market has exploded, overtaking the use of desktops, as shown in by StatCounter in October 2016, where they analyzed 2.5 million websites and found that 51.3% of the pages were loaded by a mobile device.[61] Google has been one of the companies that are utilizing the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and determine how user-friendly their websites are. The closer the keywords are together their ranking will improve based on key terms.[49]

SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantee and uncertainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[62] Search engines can change their algorithms, impacting a website's search engine ranking, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[63] It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.[64] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.

International markets

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Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[65] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[66] As of 2006, Google had an 85–90% market share in Germany.[67] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[67] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[68] That market share is achieved in a number of countries.

As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia, and the Czech Republic, where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.

Successful search optimization for international markets may require professional translation of web pages, registration of a domain name with a top level domain in the target market, and web hosting that provides a local IP address. Otherwise, the fundamental elements of search optimization are essentially the same, regardless of language.[67]

[edit]

On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations. On May 27, 2003, the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted."[69][70]

In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%. On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[71][72]

See also

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References

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