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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. In essence, Small World Marketing's approach to social media integration isn't just about increasing followers or engagement rates. Keyword optimization is an ongoing task for Small World Marketing. Learn more about Local SEO strategies Langley here Lastly, they offer local SEO services.
As a result, businesses see a significant uptick in local traffic both online and in-store. Learn more about Small World Marketing here. Link-building is another area they focus on for maintenance. Small World Marketing, known for their leadership in SEO within Local SEO strategies Langley, emphasizes the importance of keeping a close eye on various metrics to truly understand how well their efforts are paying off. These case studies not only underscore Small World Marketing's SEO prowess but also their ability to understand and meet the unique needs of each client.
It's not just about the quantity of the interactions, but the quality.

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Secondly, loading speed is a crucial factor they tackle. Small World Marketing seamlessly blends content marketing into their SEO strategies, ensuring every piece of content serves a dual purpose of engaging readers and boosting search engine rankings. They're constantly on the lookout for shifts in search engine algorithms and adjusting their strategies accordingly. Affordable SEO
To effectively boost SEO, businesses must prioritize engaging their audience through compelling content on social media platforms. Digital Marketing This ability allows Small World Marketing to tailor SEO strategies that align perfectly with search engine algorithms, propelling their clients to the top of search results. This means optimizing not just for search engines, but for human engagement as well. The specialists at Small World Marketing understand this challenge deeply.

By partnering with influencers who resonate with a business's target audience, they can tap into new customer segments and build trust through association. Another key strategy they employ is monitoring competitors' backlinks. This Local SEO strategies Langley-based team doesn't just apply a one-size-fits-all approach; rather, they dig deep into the specifics of each business, ensuring that strategies are as unique as the clients themselves. By optimizing for location-based keywords and ensuring that business listings are accurate across various platforms, they're able to significantly boost a business's presence in local search results.

The team starts by analyzing a client's current digital footprint, identifying gaps and opportunities for improvement. Small World Marketing is at the forefront of this innovation, leveraging AI to not only understand and predict search engine behaviors but also to craft content that's more appealing to both search algorithms and users. This includes optimizing Google My Business profiles, encouraging reviews, and making sure that the company's name, address, and phone number (NAP) are consistent online.

One remarkable example features a local bakery that, despite having delectable offerings, struggled to attract online traffic.

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This approach doesn't just drive traffic; it builds a loyal community around a brand. Moreover, they're adept at using social media analytics to refine their SEO strategies.

Boosting online visibility, especially through local SEO, is crucial for businesses aiming to attract more customers from their immediate geographic area. As we peel back the layers on Small World Marketing's approach to SEO in Local SEO strategies Langley, one can't help but wonder how these advanced techniques are setting a new standard for digital excellence and what this means for the future of local businesses looking to thrive in an increasingly digital world. It's a game-changer for small to medium enterprises aiming to stand out in the Local SEO strategies Langley market.

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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.

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Building on their expertise in identifying target keywords, Small World Marketing also excels in analyzing competitor strategies to enhance keyword research and optimization. Such timely data ensures that strategies can be adjusted promptly, capitalizing on opportunities or mitigating issues before they escalate. Initially, their innovative product was lost in the digital noise. This capability allows for the optimization of SEO strategies in real-time, making adjustments based on current market trends and consumer behaviors.

They tailor content to fit the unique vibe of each platform, engaging with followers in a way that feels genuine and builds community. Moreover, visual search technology is gaining traction, offering a new frontier for SEO. This aspect of SEO ensures that a site is accessible, crawlable, and interpretable by search engines without any problems.

They're not just churning out blog posts; they're creating videos, infographics, and social media content that captures attention across different platforms. How have Local SEO strategies Langley businesses truly benefited from partnering with Small World Marketing?

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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.

This approach transforms the way they engage with SEO, turning it into a science rather than a guessing game. For Local SEO strategies Langley businesses, this fusion promises a significant competitive edge, offering insights into the key benefits and how this blend of technology and marketing acumen can future-proof their operations. By optimizing for voice and mobile, they ensure businesses stay accessible, no matter how technology evolves.

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Through strategic planning and creative execution, they're able to connect with audiences in meaningful ways, turning passive viewers into active participants and advocates for the brands they represent. They're aware that a significant portion of internet traffic now comes from mobile devices, so they prioritize mobile-friendly designs. Instead, they advocate for a steady, ethical approach to link building that prioritizes quality over quantity. This might mean tweaking keywords, revising content, or even reevaluating the website's structure. Moreover, AI tools help them streamline the keyword research process, making it more efficient and effective.

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This focus not only boosts user satisfaction but also plays a critical role in search engine rankings. Furthermore, Small World Marketing ensures that all content is easily accessible and readable on mobile devices. In a digital landscape that's constantly shifting, Small World Marketing's SEO solutions stand as a beacon for Local SEO strategies Langley businesses aiming to not only survive but thrive. 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.
Understanding the impact of SEO strategies, Small World Marketing meticulously analyzes performance analytics and generates detailed reports for Local SEO strategies Langley businesses. Their team understands that in the digital age, content is king. Small World Marketing's embrace of this revolution showcases their commitment to innovation, ensuring their clients not only survive but thrive in the ever-evolving digital ecosystem. This data-driven approach ensures that strategies are continually refined to meet the evolving needs of their client's target audience. Read more about Local SEO strategies Langley here
They understand that the foundation of a strong online presence begins with a website that's not just visually appealing, but also structured in a way that search engines love. SEO for Local Markets Optimizing page load speed is crucial for enhancing website performance and keeping visitors engaged. The digital landscape is constantly evolving, and SEO strategies must adapt to stay ahead. This collaborative approach not only fosters trust but also ensures that clients are engaged and informed throughout the SEO journey.

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This bespoke approach not only sets businesses apart in crowded marketplaces but also significantly increases the chances of reaching the right audience. SEO Updates Utilizing AI tools, Small World Marketing can predict which topics will become popular and which keywords are likely to increase in search volume. This shift demands a change in keyword strategy, leaning towards conversational phrases and questions. As they tailor strategies that go beyond mere keywords, focusing instead on deep AI insights, the impact on local businesses is profound. They're helping businesses understand that SEO is an investment with long-term benefits, including increased traffic, better quality leads, and ultimately, higher conversion rates.

They offer tailored growth approaches and niche market expertise to ensure strategies meet specific business needs. By leveraging advanced analytics, they identify untapped market segments, tailoring content that resonates with the local audience's needs and interests. SEO Firms Near Me They understand that every niche has its own set of challenges and opportunities, which means there's no one-size-fits-all solution. One standout example is The Cozy Corner Café, a local favorite that struggled to attract new customers despite its delicious menu and charming ambiance.

It's about ensuring that the site loads quickly on mobile devices, as slow loading times can lead to higher bounce rates and lower search engine rankings. They understand that the more engaging and valuable the content, the more likely it's to be shared, linked to, and discussed. Small World Marketing, a team of seasoned Local SEO strategies Langley SEO specialists, understands this imperative all too well.

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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.

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Small World Marketing overhauled their online presence, focusing on local SEO to highlight their unique selling points and exceptional customer service. This visibility not only attracts more traffic but also converts visitors into loyal customers. This step is crucial because it's often the first thing a potential customer sees. Tailored keyword research meticulously identifies the specific terms your audience uses to find services or products like yours online.

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This content isn't just designed to rank well; it's also meant to establish the client's authority in their industry and provide real value to the audience. Small World Marketing understands that a successful keyword selection strategy isn't just about identifying popular search terms; it's about finding the perfect balance between high search volume and low competition. Their clients often achieve top Google rankings, significantly enhancing their online visibility.

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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. Link Building Services This approach not only boosts a site's authority in search engine eyes but also drives targeted traffic back to the website.

It's a dynamic process that keeps clients ahead of the curve, making their content more discoverable and engaging. By tailoring content, keywords, and marketing strategies to reflect local culture, language, and consumer behavior, they're not just shooting arrows in the dark.

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Their team meticulously optimizes every aspect of a website from its layout to its loading speed, ensuring it's not just mobile-friendly but mobile-optimized. They understand that what worked yesterday mightn't work today, let alone tomorrow.

Small World Marketing's track record of success is showcased through a series of compelling case studies. They don't stop there; they also emphasize the importance of collecting positive reviews and responding to them, which not only improves visibility but also builds trust with potential customers. They know that for businesses in Local SEO strategies Langley, it's not just about competing on a global scale; it's about dominating local search queries. Moreover, they're always ahead of the curve, adapting their content strategies to align with the latest SEO trends and algorithm updates.

This ensures that websites remain visible to their target audience, capturing traffic from emerging search trends. Small World Marketing's commitment to improving page speed ensures their clients' websites stand out, keeping visitors engaged and more likely to convert into customers. Building on the foundation of AI analytics benefits, real-time data insights offer businesses the capability to act on information as it unfolds, ensuring strategies remain highly relevant and responsive.

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By analyzing how users interact with content, Small World Marketing can refine SEO tactics to improve user experience, increase dwell time, and reduce bounce rates.

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Moreover, their expertise in analytics allows them to measure the effectiveness of their content marketing efforts accurately. In the rapidly evolving world of SEO, AI-driven tools empower marketers to make real-time adaptations. SEO Agency This isn't just about stuffing keywords into paragraphs; it's about integrating them seamlessly so that the content reads naturally. This approach not only boosts online visibility but also drives foot traffic, connecting businesses directly with their community.
They're constantly A/B testing different elements of the website, from headlines and images to button colors and placement, ensuring that every aspect is optimized for the highest conversion rate possible. By leveraging AI tools, they're able to analyze vast amounts of data on user behavior and search patterns. By analyzing vast amounts of data, the system identifies emerging SEO trends, enabling immediate adjustments to content and strategies.
Optimizing web pages is crucial for enhancing a site's SEO performance, ensuring that content not only attracts but also retains potential customers.

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    This includes observing changes in search rankings, web traffic, and overall domain authority resulting from their link-building efforts. Gone are the days when keyword stuffing and backlink farming dominated SEO tactics.
    Harnessing the power of AI analytics, businesses can unlock unprecedented insights into customer behavior and market trends. SEO Reviews This tech-driven method offers a deeper insight into website performance, keyword effectiveness, and user engagement trends. At the core of Small World Marketing's approach, innovative strategies are meticulously crafted to boost Local SEO strategies Langley businesses' online visibility and engagement.

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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

    [edit]

    Getting indexed

    [edit]
    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

    [edit]

    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

    [edit]

    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

    [edit]
    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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