Local SEO specialists Langley

Local SEO specialists Langley

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Small World Marketing doesn't just stop at keywords and backlinks; they dive deep into the realm of high-quality, relevant content. Learn more about Top-Rated SEO Agency in Langley Township here. Building on their expertise in strategic blog post planning, Small World Marketing also excels at optimizing multimedia integration to enhance content creation and management. They continuously seek out new, high-quality backlinks to boost website authority and rankings. As these businesses navigate the complexities of search engine optimization, they find themselves leveraging a blend of localized SEO strategies, meticulously researched keywords, and tailored on-page techniques. Learn more about Local SEO specialists Langley here
As Small World Marketing dives into the intricacies of digital landscapes, they're bringing to light the undeniable importance of SEO for Local SEO specialists Langley's thriving business community. They recommend conducting thorough research to identify the most effective local keywords, including city names, local landmarks, and service-specific terms. SEO Campaign Results They also monitor keyword rankings to see how well pages perform for targeted phrases, understanding that higher rankings can lead to more site visits.
This approach not only enhances the site's authority but also encourages other websites to link back as a credible source.

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They've built their reputation on not just understanding the algorithms that drive search engines but on delivering content that resonates with both these digital gatekeepers and the real humans who are searching online every day. This shift necessitated a change in strategy.
Next, they focus on meta descriptions. They've recognized that local visibility is crucial for brick-and-mortar stores and service providers. Local SEO specialists Langley's digital landscape is rapidly evolving, reflecting broader trends in online consumer behavior and technology adoption.

As market trends shift and new keywords emerge, they adapt clients' website content to reflect these changes. As technology evolves, more consumers are turning to voice-activated devices for their search queries. They're not just about adapting to the latest trends; they're about setting the pace, creating a future where digital marketing is more intuitive, effective, and accessible. It allows Small World Marketing to create content that's not only optimized for search engines but also deeply personalized for the reader.

This isn't just about being found online; it's about being discovered by the right audience at the perfect moment.

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By digging deep into data, Small World Marketing identifies what's working and what isn't, enabling businesses to pivot or double down on strategies with proven success. As a result, businesses in Local SEO specialists Langley and beyond can offer a faster, more accessible web experience that meets today's high user expectations.

The team at Small World Marketing understands that AI in SEO isn't just about crunching numbers or analyzing data; it's about creating a more personalized and engaging experience for users. They're not just chasing any links, though. Optimizing an SEO strategy effectively elevates a company's search engine rankings, drawing more eyes to its online presence.

Local SEO tactics are also a key component of their off-page efforts, especially for businesses looking to dominate the Local SEO specialists Langley market. This foresight places their clients' content at the forefront of search results, whether a user is typing or speaking their queries. In essence, Small World Marketing isn't just chasing Google rankings; they're building a comprehensive online presence for their clients, ensuring they're visible wherever potential customers might be looking.

SEO for Langley healthcare services

Early European settlement in the area was known as "Innes Corners" (after homesteader Adam Innes); in 1911, the area became known as "Langley Prairie", part of the Township of Langley a.k.a. Langley Township since 1873. Twentieth-century improvements in transportation access, including the construction of the British Columbia Electric Railway in 1910, Fraser Highway in the 1920s, and Pattullo Bridge in 1937, profoundly impacted the area, transforming it from rural into the main urban and commercial core of the Township. In turn, this birthed the need for upgraded and new amenities, especially with respect to health, infrastructure, safety and sanitation.

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Utilizing AI tools, Small World Marketing can predict which topics will become popular and which keywords are likely to increase in search volume. Local SEO specialists Langley's SEO specialists meticulously monitor link performance to ensure each backlink serves its intended purpose of elevating their clients' online visibility. As Local SEO specialists Langley's premier SEO specialists, they've not only redefined what success looks like but have also set a new benchmark for personalized strategy and client satisfaction. They don't just focus on improving search rankings; they aim to drive meaningful business growth. But it's not all about automation and analytics.

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It's not just about keywords or backlinks; it's about creating a comprehensive user experience that search engines favor. Moreover, these advanced SEO strategies improve user experience on websites, making them more intuitive and easier to navigate. They're not just churning out blog posts; they're creating videos, infographics, and social media content that captures attention across different platforms.

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Keyword research, content optimization, and link building are now more efficient, enabling marketers to focus on creative and strategic tasks.

This data-driven method allows them to pinpoint which platforms yield the highest engagement rates and tailor content to resonate with specific audiences. It's a powerful tool for driving website traffic directly from platforms like Twitter and Facebook. Additionally, Small World Marketing optimizes headers, meta descriptions, and images, making sure they're all aligned with the chosen keywords. The integration of AI tools not only streamlines the SEO process but also enhances its effectiveness, making it possible for Small World Marketing's clients to achieve top rankings and attract more targeted traffic to their sites.

Their team delves into the intricate aspects of technical SEO, such as website speed, mobile responsiveness, and structured data. Through detailed analysis and innovative tactics, Small World Marketing's tailored growth approaches stand out as a beacon for businesses aiming to conquer their digital landscapes. They understand that each business's aspirations are unique, ranging from boosting brand visibility, increasing website traffic, to driving sales. They believe that tailored keyword optimization and localized content strategies are key for targeting specific audiences effectively.

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Enhancing user experience is a key goal for Small World Marketing.

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They're not reacting to changes; they're anticipating them.

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Understanding the significance of localization can significantly boost a business's ability to reach its targeted local audience effectively. One effective approach involves conducting thorough keyword research.
It's a game-changer in digital marketing, where being ahead of the curve can mean capturing market share before competitors even realize there's an opportunity. They've now reached a wider audience, connecting with customers who'd never heard of them before.

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    Recognizing the power of social media, Small World Marketing seamlessly integrates these platforms into their clients' websites to enhance online presence and engagement.
    By focusing on geo-specific keywords and optimizing Google My Business listings, they're ensuring clients stand out in local search results. Their expertise in SEO plays a crucial role here, as they optimize every piece of content for search engines, ensuring higher visibility and organic reach. SEO Analytics Read more about Local SEO specialists Langley here They dive deep into understanding their client's business niche, target audience, and competitive landscape.
    It's this keen eye for detail that sets them apart in the competitive SEO landscape of Local SEO specialists Langley. Their team doesn't just monitor updates; they dive deep into understanding the nuances of each algorithm change. They're reducing bounce rates and ensuring visitors stay engaged longer.

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    They understand that the digital world moves fast, and staying ahead means keeping an eye on the data, tweaking strategies, and implementing new techniques as needed. It's a dynamic process that keeps clients ahead of the curve, making their content more discoverable and engaging. From blog posts and articles to videos and podcasts, Small World Marketing ensures that their clients' voices are heard loud and clear. Incorporating performance monitoring tools into their SEO services, Small World Marketing provides Local SEO specialists Langley businesses with a competitive edge. SEO for Small Businesses By forecasting future trends and changes in user behavior, businesses can stay one step ahead, adjusting their SEO strategies to maintain or improve their search engine visibility.

    This initial step ensures that the strategy is tailor-made to fit the unique needs and goals of each client. Small World Marketing emphasizes the importance of customized SEO tactics to boost a website's visibility. This step is crucial because it's often the first thing a potential customer sees. This practice helps identify and fix any issues that could impair a mobile user's experience, such as unresponsive design elements or slow-loading images.

    This groundwork ensures that they're not just applying generic SEO principles but are instead creating a bespoke strategy that aligns perfectly with the client's business model and market niche. Industry SEO Furthermore, they harness the power of customer reviews by developing strategies to encourage satisfied customers to share their positive experiences. Through this strategic selection of keywords, Small World Marketing significantly enhances online presence and leads generation for businesses in Local SEO specialists Langley. This not only aids in search engine rankings but ensures that visually impaired users can understand images through screen readers.

    It's a meticulous approach that ensures every SEO action is purpose-driven, directly contributing to your overarching objectives. 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. Lastly, they focus on internal linking strategies to guide visitors seamlessly through the website, increasing dwell time and reducing bounce rates. Streamlining website navigation significantly enhances user experience, making it easier for visitors to find what they're looking for.

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    In essence, the fusion of AI and SEO is setting a new standard for digital marketing in Local SEO specialists Langley. This not only helps search engines understand the website but also improves the user experience, keeping visitors engaged longer. This ensures that their clients' websites not only climb the search engine rankings but remain there. By crafting shareable, relevant posts, they help brands increase their online visibility and drive more traffic to their websites. Small World Marketing's approach means Local SEO specialists Langley companies aren't just keeping up; they're setting the pace, using AI to fuel a growth strategy that's as dynamic as the market itself.

    In essence, partnering with Small World is an investment in a business's future online success. Small World Marketing's team leverages this information to refine and enhance their clients' SEO strategies, ensuring they're not just keeping pace but setting the standard in their respective industries. They saw an opportunity to harness AI not just as a tool, but as a game-changer in the way businesses approach search engine optimization. SEO Agency They understand that enhancing site navigation, improving page speed, and implementing responsive design are critical for keeping visitors engaged.

    Search engines have gotten smarter, deploying algorithms that prioritize user experience and the relevance of content. They don't overlook the importance of schema markup either.

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    This foresight allows their clients to stay one step ahead, crafting content and marketing strategies that resonate with their target audience even before the audience realizes it themselves. They engage with followers, respond to comments, and monitor social media trends to keep their clients' brands relevant and relatable.

    By leveraging real-time data insights, they can swiftly adapt to market changes, optimizing web presence for their clients. They're supported by creative content creators, whose compelling narratives capture the essence of client brands and engage target audiences effectively. SEO for E-commerce In essence, Small World Marketing is transforming the digital landscape for Local SEO specialists Langley companies, one piece of customized content at a time. They're not just staying ahead of the curve - they're redefining it, offering their clients a competitive edge in a crowded market.

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    This approach guarantees that clients' digital footprints resonate with both search engines and their target audience. These achievements underscore the impact of AI-driven SEO strategies in today's digital landscape. Whether it's recommending products similar to those previously browsed or presenting articles that align with the user's interests, these strategies ensure that every piece of content feels personally curated.

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    They're not just playing catch-up; they're setting the pace, ensuring their clients' websites are optimized not only for today's digital landscape but for tomorrow's as well. AI tools now empower Local SEO specialists Langley companies to analyze their SEO strategies more efficiently and accurately.
    By leveraging AI tools, they dive deep into understanding what users are actually searching for, adapting content to meet these needs. Building quality backlinks is crucial for improving a website's visibility and search engine ranking.

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    One standout example is a local boutique that saw a 300% increase in organic traffic within just six months of implementing Small World's strategies. This precision targeting means that companies can reach their ideal customers faster, increasing the likelihood of sales.
    Social media engagement is another vital component. Selecting the right services from Small World Marketing is a crucial step in tailoring an SEO strategy that perfectly aligns with your business's unique needs. Businesses need to adapt by optimizing their online presence for voice search. They recognize that every business has unique challenges and opportunities, which means a one-size-fits-all strategy won't cut it.
    On-page optimization is meticulously handled, ensuring that all technical aspects of the site, such as meta tags, headers, and image alt texts, are optimized for target keywords. SEO Experts They also link your social media content back to your website, driving traffic and improving your site's search engine ranking. In a digital landscape that's constantly shifting, Small World Marketing's SEO solutions stand as a beacon for Local SEO specialists Langley businesses aiming to not only survive but thrive. Lastly, they prioritize user experience, knowing that it significantly impacts SEO rankings.

    Explore Local SEO specialists Langley here
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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

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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

    [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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