Affordable SEO packages Langley

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But what sets Small World Marketing apart isn't just their expertise; it's their commitment to tailoring their services to each client's unique needs. They've also incorporated responsive design techniques, ensuring seamless navigation on any device. Learn more about Affordable SEO packages Langley here Moving on, the focus shifts to mobile optimization methods, a crucial aspect for Affordable SEO packages Langley businesses working with Small World Marketing. They're now able to optimize content dynamically, respond swiftly to algorithm changes, and analyze search trends with unprecedented precision. This approach ensures that companies aren't just implementing SEO techniques but are also seeing the tangible results of their investments.
Furthermore, Small World Marketing utilizes AI for smarter keyword analysis. These accomplishments aren't just numbers; they're a testament to the team's dedication, creativity, and unwavering commitment to redefining SEO success. One remarkable example features a local bakery that, despite having delectable offerings, struggled to attract online traffic. Learn more about Top-Rated SEO Agency in Langley Township here. Moreover, understanding your digital footprint enables better SEO practices.

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Small World Marketing's track record of success is showcased through a series of compelling case studies. Small World Marketing's commitment to personalizing user interactions showcases their innovative approach to SEO, making websites not just more visible, but more relevant and engaging to every visitor. This focus not only boosts user satisfaction but also plays a critical role in search engine rankings.

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    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.
    AI tools can suggest keywords, generate content ideas, and even help write drafts that are optimized for SEO. Website Traffic They understand that a mobile-optimized site not only improves user experience but also significantly boosts a website's rankings in search engine results. This includes observing changes in search rankings, web traffic, and overall domain authority resulting from their link-building efforts. This isn't a one-time effort; it's an ongoing process of refinement and adjustment based on search engine algorithm updates and changing market trends.

    This process involves thorough research and analysis to ensure the chosen keywords accurately reflect the content's purpose and audience intent. That's where the expertise of SEO specialists becomes invaluable. After implementing Small World Marketing's targeted SEO plan, the cafe saw a 75% increase in organic traffic within the first six months, leading to a substantial rise in foot traffic and a complete turnaround in revenue. In addition, they emphasize the importance of a diversified backlink portfolio. SEO Plans Small World Marketing revamped their website, optimized their content for search engines, and within months, the bakery's online sales tripled, and foot traffic increased significantly.

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    Think of them as a mini-advertisement for what's contained on the webpage. Loading time is another critical aspect Small World Marketing tackles. Together, they form a powerhouse, driving Small World Marketing to the forefront of SEO success. Several small businesses have significantly increased their online visibility and customer base by leveraging AI-driven SEO strategies through Small World Marketing.

    This forward-thinking mindset allows them to adapt their SEO strategies before major algorithm updates are rolled out, giving their clients an edge over competitors. It's a delicate balance between ensuring content remains engaging and informative for human readers while also being optimized for search engines, and it's a balance they strike with expertise. The fusion of AI and SEO is revolutionizing how Affordable SEO packages Langley companies approach their digital marketing strategies. This localization not only boosts search engine rankings but also fosters trust and loyalty among local customers, proving that in the digital age, local roots matter more than ever.

    Moreover, they're adept at using social media analytics to refine their SEO strategies. This means consistently monitoring your SEO performance, gathering insights, and feeding this information back into your AI systems. While mobile optimization is crucial for reaching a wider audience, it poses unique challenges that businesses must navigate to ensure their websites are fully accessible on smartphones and tablets. Small World Marketing's approach includes a comprehensive analysis of market trends and consumer behavior, leveraging AI tools to predict shifts and identify opportunities for growth.

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    Entity Name Description Source
    Digital marketing Strategies and techniques used to promote products or services online. Source
    Search engine optimization The process of improving a website's visibility on search engines. Source
    Search engine marketing Marketing strategies aimed at increasing a website's visibility in search engines through paid ads. Source
    Local search (optimization) SEO practices focused on improving visibility for local searches. Source
    Google A global technology company specializing in Internet-related services and products. Source
    Google Maps A web mapping service developed by Google. Source
    Audit An examination of records or financial accounts to verify accuracy. Source
    Google Search Console A web service by Google that allows webmasters to check indexing status and optimize visibility. Source
    Website audit The process of evaluating a website's performance, structure, and SEO. Source
    Anchor text The visible, clickable text in a hyperlink. Source
    Sitemaps Files that help search engines understand the structure of a website. Source
    Web traffic The amount of data sent and received by visitors to a website. Source
    Meta element HTML tags that provide metadata about a web page. Source
    Pay-per-click An online advertising model where advertisers pay each time their ad is clicked. Source
    Web design The process of creating the visual layout and usability of a website. Source

    Langley digital marketing and SEO

    The municipal government, however, refused to finance these projects as it bowed, instead, to politically influential farming communities and smaller, mostly rural, business centres, like Fort Langley, Milner and Murrayville, that viewed such spending as unnecessary. Talk of secession began in Langley Prairie in the 1930s, as a result. Headed by a panel of important residents and businesspersons, including Richard Langdon, president of the Langley Board of Trade, the push for independence came to a head in the 1950s.

    Effective SEO techniques Langley


    Citations and other links

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    Small World Marketing's on-page optimization techniques are a testament to their expertise in the field.

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    By encouraging user-generated content and reviews on platforms like Facebook, Instagram, and Twitter, they help build a community around your brand. Moreover, the firm addresses the issue of digital visibility. By optimizing image sizes, leveraging browser caching, and minimizing the use of heavy scripts, they help websites load faster, enhancing the overall user experience. SEO Solutions This approach transforms the way they engage with SEO, turning it into a science rather than a guessing game.

    It's a strategic move that sets Affordable SEO packages Langley businesses apart in a crowded digital landscape, making them not just findable but also memorable. Local SEO They can anticipate shifts in search engine algorithms, adapting strategies in real-time to maintain high search rankings for their clients. Start with a clear goal, and they'll craft a customized plan that hits the mark. Another crucial technique is keyword placement. SEO Training

    Transitioning from social media integration, it's crucial for Affordable SEO packages Langley businesses to understand the importance of link building practices in SEO. Small World Marketing's team begins by conducting an extensive analysis of the business's current online presence, target audience, and industry trends. They also focus on optimizing for voice search, a growing trend that's reshaping SEO. Moreover, Small World Marketing prioritizes mobile optimization, recognizing the growing trend of on-the-go searches. SEO Agency Near Me

    It's a comprehensive strategy that involves improving site speed, ensuring mobile responsiveness, and creating valuable content that resonates with the target audience. This approach ensures that the content not only resonates with the intended audience but also aligns with the latest search engine algorithms, maximizing visibility and engagement. This includes shifts in search engine rankings or sudden spikes in website traffic. These efforts are essential for improving a website's authority and its visibility on search engines.

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    Moreover, they leverage analytics tools to track social media engagement and adjust strategies accordingly. This approach helps in identifying which strategies are driving the most traffic and where adjustments are needed. Affordable SEO packages Langley SEO Specialists at Small World Marketing understand that tracking specific metrics is crucial for measuring SEO performance and driving predictable customer growth. They understand that content isn't just king-it's the entire kingdom. SEO Success Stories
    But creating great content is only half the battle. This approach not only helps in retaining visitors but also in converting them into loyal customers. They play a pivotal role in enhancing a website's visibility to search engines.
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    SEO Growth Read more about Affordable SEO packages Langley here Boosting search rankings is pivotal for Affordable SEO packages Langley companies aiming to stand out online.
    Affordable SEO packages Langley businesses seeking growth mustn't overlook the power of leveraging local SEO. Crafting compelling content is crucial for achieving top search engine rankings. They understand that building online authority isn't an overnight success.

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    AI helps them analyze website data to identify and rectify any navigational or accessibility issues, ensuring a seamless experience for all visitors. They prioritize quality over quantity, ensuring that links come from reputable and relevant sources. By implementing these insights, they ensure that key information and services are just a few clicks away. It's not just about analyzing massive datasets faster than any human could; it's about learning from that data to predict trends, understand customer behavior, and tailor content that speaks directly to the target audience's needs and interests. Beyond keyword research, Small World Marketing meticulously applies proven on-page SEO techniques to enhance the online presence of Affordable SEO packages Langley businesses.

    It's a meticulous process, but one that significantly boosts a company's online presence. SEO Campaign Results In the rapidly evolving digital landscape, a staggering 70% of marketers now recognize AI as a vital element in crafting effective SEO strategies. They've mastered the art of placing businesses on the map, quite literally, through Google My Business and other local directories. In essence, mobile optimization is a critical component of SEO that Affordable SEO packages Langley's specialists are mastering to help local businesses thrive in a digital-first world. Industry SEO

    Moreover, Small World Marketing leverages social media analytics to refine their strategies. By diving deep into the data, they're not just guessing what might work; they're making informed decisions based on real-time information. They understand that a responsive website isn't just about scaling but also about ensuring that navigation, images, and text elements are easily accessible and readable on mobile devices. They're looking at the long-term impact of their work, aiming to contribute to a sustainable and ethical digital marketing ecosystem.

    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.

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    These short paragraphs are a brand's chance to advertise content to searchers.

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    Every Affordable SEO packages Langley company can now dominate their local market, thanks to Small World Marketing's expertise in Local SEO. It's a crucial factor in SEO strategy as well, since search engines like Google prioritize mobile-friendly websites in their rankings. Additionally, AI's ability to analyze vast amounts of data enables companies to identify patterns and trends in user behavior.

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    It's this dedication to staying ahead of the curve that positions Small World Marketing as leaders in the SEO domain. Responsive design adapts to any screen size, eliminating the frustrating zooming and scrolling that can deter potential customers. Small World Marketing's approach to keyword research and optimization lies at the heart of their tailored SEO strategies, ensuring that the right audiences discover Affordable SEO packages Langley businesses online. From optimizing Google My Business listings to local citations and reviews, they ensure that when locals search, your business is front and center. They ensure that every article, blog post, and page on a website is engaging, informative, and provides real value to its audience.
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    Ensuring content is easily readable plays a crucial role in elevating the overall user experience on any website. 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. Small World Marketing's approach ensures that businesses aren't just reacting to changes in their rankings, but proactively adjusting their strategies to maintain or improve their standings, driving more targeted traffic to their sites and ultimately, boosting their online presence and sales. By meticulously analyzing the SEO tactics and keyword usage of those in similar markets, they're able to identify gaps and opportunities for their clients to exploit.
    Their approach is a blend of creativity, analytics, and a deep understanding of digital marketing dynamics, making them a trusted partner in achieving business growth through SEO. By analyzing user behavior and engagement patterns, they're able to pinpoint exactly what changes need to be made on websites to enhance the user experience and subsequently increase conversions. In the realm of Local SEO, Small World Marketing excels at optimizing clients' online footprints to dominate local search rankings. Their approach isn't just about quantity; it's about creating value that stands out in a crowded digital landscape.

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    Langley may refer to:

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    Other uses

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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

    [edit]

    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

    [edit]

    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

    [edit]

    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

    [edit]

    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

    [edit]

    References

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