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They create shareable content that encourages engagement, increasing the chances of it being distributed across platforms. Another success tale comes from a small but ambitious tech startup specializing in eco-friendly gadgets.

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They've now reached a wider audience, connecting with customers who'd never heard of them before. In essence, mobile optimization is a critical component of SEO that Advanced SEO strategies Langley's specialists are mastering to help local businesses thrive in a digital-first world. They've mastered the art of aligning content with the intent behind search queries, a crucial factor in SEO success. Learn more about Advanced SEO strategies Langley here
Local SEO involves several key practices, such as optimizing for Google My Business, which allows a business to appear in local search results and Google Maps. Learn more about Small World Marketing here. This approach not only aids in quicker navigation but also boosts the site's SEO, as search engines favor websites that are easy to crawl and understand. Their portfolio is a testament to their expertise, showcasing a diverse range of businesses that have seen significant growth in traffic, engagement, and conversions thanks to Small World Marketing's strategies. This isn't just about stuffing keywords; it's about making sure the title is relevant and compelling enough to stand out in search results.

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This involves not just looking at keywords, but understanding the intent behind searches, the seasonality of trends, and even predicting shifts in consumer interests before they fully emerge. From blog posts to social media updates, every piece of content is crafted to provide value, engage the audience, and enhance the brand's online presence.

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Moreover, they emphasize the importance of a holistic SEO strategy. They're aware that content creation for SEO is an ongoing process, not a one-time task. Business Growth
In essence, Small World Marketing is transforming the digital landscape for Advanced SEO strategies Langley companies, one piece of customized content at a time. These strategies not only expanded their customer base but also fostered loyalty among existing customers. The result was a 120% increase in website traffic and a substantial boost in qualified leads. They know it's not just about being seen; it's about being relevant and valuable to the audience.

Ensuring content is easily readable plays a crucial role in elevating the overall user experience on any website. Regular analysis allows companies to adapt and capture emerging opportunities, ensuring their content remains relevant and competitive. Small World Marketing understands that for businesses in Advanced SEO strategies Langley, it's not only about reaching a global audience but more importantly, connecting with the local community. This involves checking what's being said about them on social media, in reviews, and on forums.

They've mastered the art of leveraging local keywords, optimizing Google My Business profiles, and ensuring that their clients' content is as locally relevant as it's engaging. The success stories are as diverse as the community itself, showcasing significant growth, enhanced online visibility, and a robust increase in customer engagement across various sectors. Their clients often achieve top Google rankings, significantly enhancing their online visibility.

Small World Marketing's team starts by ensuring that all information on a client's Google My Business (GMB) profile is accurate, complete, and up-to-date. 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. SEO Trends They see it as a vital component of their holistic SEO approach, one that enriches their content marketing and strengthens their online presence.

It's a dynamic, ongoing process that evolves as the market changes and as new opportunities emerge. They advise businesses to create content that's easily digestible on smaller screens, with larger fonts, accessible menus, and touch-friendly buttons. As Small World Marketing integrates AI into its strategy, it's not just about keyword stuffing or creating bulk content anymore.

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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 search engine optimization

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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Citations and other links

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Small World Marketing leverages these signals to enhance their clients' SEO strategies. 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. This proactive approach not only enhances customer engagement but also significantly boosts return on investment. SEO Agency As we peel back the layers of their success, one can't help but wonder what drives the team behind these triumphs and how their unconventional methods have carved a path for businesses looking to thrive online.
As AI technology advances, it's paving the way for more sophisticated and efficient strategies.

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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 understand that social media isn't just about posting; it's about creating conversations and building relationships with the audience.

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By conducting thorough audits, they identify and fix issues such as slow page load times, mobile incompatibility, and broken links that can hinder a site's ranking potential.

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This growth not only solidified their market position but also expanded their customer base internationally. Read more about Advanced SEO strategies Langley here Social signals, including likes, shares, and comments on social media platforms, aren't just vanity metrics.
The team starts by analyzing a client's current digital footprint, identifying gaps and opportunities for improvement. They track performance indicators such as engagement rates, follower growth, and content reach to understand what works and what doesn't. Small World Marketing has mastered this modern SEO, focusing on comprehensive strategies that align with these evolving standards. SEO Solutions

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They've mastered the art of creating custom SEO approaches that resonate with their clients' goals. By focusing on quality content, credibility, engagement, and consistency, they're setting these businesses up for long-term success. They continuously monitor performance, ensuring that strategies remain effective and responsive to the ever-changing digital landscape. The Advanced SEO strategies Langley SEO specialists at Small World Marketing focus on several key on-page optimization techniques.

They've reported a 75% boost in sales, attributing this success directly to their improved online visibility. Small World Marketing leverages AI to dissect the vast amount of data generated by online searches, enabling them to tailor strategies that resonate more effectively with target audiences. This proactive approach means their clients' websites never fall behind in rankings, staying ahead of the competition.

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Small World Marketing often emphasizes the importance of incorporating local keywords into your content strategy to boost your business's online visibility in specific geographic areas. By analyzing vast amounts of data, AI tools can identify patterns and insights that humans might overlook. Small World Marketing recognizes the importance of these elements and meticulously crafts Local SEO strategies tailored to each Advanced SEO strategies Langley business's unique needs and objectives. Google Rankings

They understand that optimizing a website goes well beyond just inserting keywords into content. By analyzing vast amounts of data, they predict future trends and behaviors, allowing them to adjust strategies in real-time. They know that for businesses in Advanced SEO strategies Langley, it's not just about competing on a global scale; it's about dominating local search queries.

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In essence, Small World Marketing's approach to ongoing SEO maintenance isn't just about keeping pace; it's about setting the pace in a rapidly changing digital environment, ensuring their clients' businesses thrive online.

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Small World Marketing understands that the digital landscape is ever-changing, and staying ahead requires a proactive approach. This involves a meticulous blend of keyword research, content creation, and technical website optimizations. It's about creating content that resonates, engages, and converts. Small World Marketing's commitment to these cutting-edge techniques exemplifies their role as pioneers in the SEO field, always looking forward to the next digital breakthrough.

This process involves examining your market position, target audience, and competitive landscape. By optimizing the website for mobile users and improving product page SEO, Bella's Boutique saw a 40% increase in online sales and a significant improvement in customer engagement. They start by optimizing Google My Business listings, ensuring that all information is accurate and up-to-date. Their strategy includes optimizing header tags to structure content effectively, making it easier for search engines to understand the hierarchy and relevance of the information provided.

This insight allows them to tweak their own strategies, ensuring their clients aren't just keeping pace but are steps ahead in the SEO game. Advanced SEO strategies Langley businesses seeking growth mustn't overlook the power of leveraging local SEO. This approach not only elevates their clients' rankings but also establishes them as trusted authorities in their niche. In the realm of Local SEO, Small World Marketing excels at optimizing clients' online footprints to dominate local search rankings.

Small World Marketing leverages AI to analyze user behavior, identifying patterns that suggest optimal navigation paths. They start by crafting custom SEO plans that align closely with a company's specific goals. Their commitment to mastering local SEO ensures businesses in Advanced SEO strategies Langley don't just survive but thrive in the digital age. Small World Marketing, as Advanced SEO strategies Langley's premier SEO specialists, understands that the digital landscape is ever-evolving.

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The Advanced SEO strategies Langley SEO specialists at Small World Marketing recognize this trend and emphasize the importance of optimizing for mobile users to drive predictable customer growth. Harnessing the power of AI-driven SEO, Small World Marketing implements strategies that consistently elevate their clients' online visibility and engagement. Additionally, they target location-specific keywords, making it easier for Advanced SEO strategies Langley residents to find these businesses online. By embracing this technology, they're not just optimizing for search engines; they're creating a more dynamic, engaging, and personalized online experience for every user.

This not only boosts SEO rankings but also fosters a stronger connection between brands and their audiences. Higher rankings mean more eyeballs on your site, leading to increased traffic and, potentially, more customers. 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.

Small World Marketing leverages advanced AI tools to analyze competitors, identifying gaps and opportunities for their clients. Their commitment to customization is what truly allows their clients to shine online. SEO for E-commerce Building on the foundational importance of SEO, Small World Marketing adopts a distinct approach that sets businesses apart in the digital landscape.

This section covers the importance of selecting the right keywords, enhancing content for search engines, and the role of meta tags in improving visibility. Each tag is meticulously crafted to boost relevance and attract the target audience, thus driving more traffic and enhancing digital success. SEO Competitor Analysis Their strategy extends beyond mere listings and keywords.



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These results aren't coincidental; they're the product of a meticulously crafted SEO strategy that focuses on the unique needs and goals of each business. These innovative methods are revolutionizing the way small enterprises compete in the digital world. With a vision that merges the analytical prowess of artificial intelligence with the nuanced understanding of human marketers, they're setting new benchmarks for success. Their strategies not only boost visibility but also forge meaningful connections with audiences, setting a new standard for SEO excellence. SEO Best Practices
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They're programmed to learn from interactions, which means they get better at addressing user needs over time. This local focus is what sets Small World Marketing apart. They don't just chase after any link; they target high-quality, relevant sites that boost SEO rankings and establish authority.
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Langley may refer to:

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Australia

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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]

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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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