SEO solutions Langley

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They're about building a sustainable online presence that continues to thrive in the ever-evolving digital landscape. 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.

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This not only protects users but also boosts a site's credibility with search engines.

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Learn more about SEO solutions Langley here Small World Marketing's AI-powered SEO strategies aren't just changing the game for local businesses in SEO solutions Langley and beyond; they're setting new standards for how small businesses can thrive in the digital age. They've developed a cutting-edge AI system that constantly monitors search engine algorithms, predicting shifts before they happen.
Businesses must adapt to these trends to ensure their visibility and relevance in the local market. SEO solutions Langley's SEO professionals emphasize that mobile optimization goes beyond making a site mobile-friendly. They've carved out a niche as the go-to experts for businesses looking to boost their online presence and navigate the complex terrain of search engine optimization. By harnessing machine learning, Small World Marketing can sift through the noise of big data to identify what truly matters to their clients' customers.
The team at Small World Marketing starts by identifying target keywords essential for their clients' online visibility. The success of Small World Marketing isn't accidental; it's the result of a dedicated team's hard work. Learn more about Professional SEO Services in Langley, BC here. They're not just chasing any links, though. 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.
This multi-channel approach ensures that content reaches the widest possible audience, maximizing its impact.

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Another trend on the horizon is the importance of mobile-first indexing. Their proactive approach to monitoring SEO progress means they can quickly respond to changes, ensuring their clients' websites remain competitive. In a crowded digital landscape, Small World Marketing's dedication to innovative content creation and marketing stands out, making them a trusted partner for businesses in SEO solutions Langley and beyond, looking to grow their online presence and engage effectively with their customers.

Small World Marketing doesn't just offer generic solutions; they delve deep into each business's unique identity and market position, crafting bespoke strategies that drive real results.

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This not only enhances customer satisfaction but also frees up human resources to focus on more complex tasks. Another case study involves a startup specializing in eco-friendly products. Small World Marketing, renowned as your trusted SEO solutions Langley SEO specialists, understands this principle and prioritizes the development of robust backlink strategies tailored for business growth.

Small World Marketing leverages predictive analytics to tailor SEO strategies with unparalleled precision, ensuring each client's content resonates with their target audience. Small World Marketing doesn't just stop at making sites accessible; they optimize site speed, mobile responsiveness, and secure browsing, recognizing these as critical for retaining visitors and improving rankings. This shift from a keyword-centric to a user-centric model marks a significant evolution in SEO practices.

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Small World Marketing's experts predict that tailoring content to fit natural language questions will become a necessity, not an option. Recognizing the significance of user experience, SEO solutions Langley SEO specialists also highlight the importance of mobile optimization for business growth.

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It's a cyclical process where engaging content on social media attracts users, who then visit the website, increasing traffic and improving SEO metrics.

In the SEO world, backlinks from reputable sites signal to search engines that a website is a credible source of information, thus boosting its rankings. Optimizing website navigation significantly improves the user experience by making it easier for visitors to find what they're looking for. They believe that tailored keyword optimization and localized content strategies are key for targeting specific audiences effectively.

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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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By focusing on quality content, credibility, engagement, and consistency, they're setting these businesses up for long-term success.

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Small World Marketing, the trusted SEO solutions Langley SEO specialists, understands this strategy's significance. Moreover, AI tools help them streamline the keyword research process, making it more efficient and effective. By encouraging satisfied customers to leave positive reviews and ensuring accurate and consistent information across all platforms, they enhance their clients' local search visibility significantly. Meta Tags SEO Langley This forward-thinking mindset has been key to their sustained success.

They're employing a laser-focused approach that directly speaks to the heart of the local community. Another crucial technique is keyword placement. As they process more data, they become better at forecasting future trends, optimizing website content, and refining advertising campaigns for maximum ROI. For example, a local artisan bakery saw its website traffic double in just three months. SEO Campaigns Langley

They ensure every piece of content on the website isn't just readable for humans but also optimized for search engines, boosting visibility and driving predictable customer growth. Small World Marketing's fusion of AI and SEO expertise is setting a new standard for businesses in SEO solutions Langley. By integrating social media platforms into their SEO strategies, they're not just boosting visibility but also fostering an environment where organic growth thrives. This includes shifts in search engine rankings or sudden spikes in website traffic.

This agility maximizes the effectiveness of their marketing campaigns, as they're always tuned to the current digital environment. They're adept at identifying what their audience is searching for and crafting content that meets these needs while also appealing to search engine algorithms. This involves understanding the audience's needs, interests, and pain points, and then tailoring the content to address these aspects directly. This not only boosts domain authority but also drives referral traffic, a testament to the company's holistic approach to SEO.

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Small World Marketing's ability to integrate these diverse elements into a cohesive strategy is what sets them apart. Crafting compelling content is crucial for achieving top search engine rankings. Small World Marketing boosts SEO solutions Langley businesses by prioritizing a seamless user experience on their websites. Predictive SEO strategies allow marketers to forecast trends and optimize content ahead of time, enhancing visibility and engagement. This approach ensures that their strategies aren't just effective; they're highly customized.

This shift resulted in a 75% boost in inquiries and a significant increase in booked projects, transforming their business growth trajectory. This forward-thinking mindset allows them to adapt their SEO strategies before major algorithm updates are rolled out, giving their clients an edge over competitors. Moreover, this approach goes beyond traditional SEO practices. Their expertise ensures that businesses in SEO solutions Langley don't just exist online, but they dominate their local market.

Small World Marketing's journey into AI-powered SEO has yielded remarkable success stories, illustrating their impact on businesses in SEO solutions Langley and beyond. This shift underscores the need for adaptable, forward-thinking SEO strategies to navigate SEO solutions Langley's dynamic online trends. The team at Small World Marketing understands that content isn't just about filling pages with words; it's about delivering value to the audience. By leveraging these insights, they're able to craft content that's not only relevant but also timely, ensuring it captures the audience's interest at the right moment.

They know that a strong review profile not only boosts a business's credibility but also its search ranking. This personal touch, combined with their technical prowess, set them apart from the rest. These methods ensure a website not only attracts visitors but also retains them, turning users into customers. Another success story involves a family-owned landscaping company.



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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.

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Social media's role in directing users to websites can't be overstated. They've mastered the art of predicting trends, allowing SEO solutions Langley companies to adapt swiftly and efficiently. After setting up the necessary tools, businesses must focus on data. They're adept at identifying and securing backlinks from untapped sources, ensuring your website gains a competitive edge.

They streamline website content, ensuring images and videos are optimally compressed without sacrificing quality. They know that users expect fast-loading pages and won't hesitate to leave a site that keeps them waiting. Small World Marketing sets benchmarks at the outset of any campaign, which they refer to throughout the SEO journey. Small World Marketing continues to provide comprehensive SEO support, ensuring SEO solutions Langley businesses maintain their competitive edge in the digital landscape.

They've mastered the art of placing businesses on the map, quite literally, through Google My Business and other local directories. Facebook Ads Langley Another key strategy they employ is monitoring competitors' backlinks. By focusing on the specific keywords that resonate with a client's target audience, Small World Marketing not only enhances their search engine rankings but also improves the quality of traffic to their websites. They understand that AI can analyze vast amounts of data to predict trends and user behavior.

This efficiency allows SEO specialists to focus on strategy and creativity rather than getting bogged down in manual processes.

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It's this dedication to staying ahead of the curve that positions Small World Marketing as leaders in the SEO domain. They're always on the lookout for ways to enhance the visibility of their content. These fundamentals are key to improving a website's visibility and ranking, helping businesses reach their target audience more effectively.

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Small World Marketing's team begins by conducting an extensive analysis of the business's current online presence, target audience, and industry trends. Small World Marketing, hailing from SEO solutions Langley, is at the forefront of this revolution, empowering local enterprises to carve out their niche in the digital world. This predictive analysis helps Small World Marketing stay ahead of the curve, crafting content that's not just relevant today but will remain so in the future. Through tailored SEO strategies and AI-driven insights, these companies are gaining visibility and traction in saturated markets, transforming potential obstacles into opportunities for growth and innovation. By dissecting the link profiles of competitors, they identify high-quality sites and opportunities for backlinks that can boost their clients' online visibility.

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These steps are vital for businesses looking to retain visitors and convert them into customers. They're not just about optimizing websites for better search engine rankings; they're also committed to creating engaging content, improving user experience, and leveraging social media to extend their clients' digital footprint. It's a strategic move that positions them as front-runners in a competitive digital landscape. This agility ensures businesses stay ahead in the highly competitive digital landscape.

This includes mobile optimization, site speed, quality content, and user engagement metrics. It was the result of their innovative strategies, customer-centric approach, and relentless pursuit of excellence. By incorporating targeted keywords naturally and creating compelling meta descriptions and titles, they enhance visibility and click-through rates. It's about understanding the story behind the data.

This isn't a one-time effort; it's an ongoing process of refinement and adjustment based on search engine algorithm updates and changing market trends. Moreover, Small World Marketing's vision extends beyond the immediate horizon. It's a meticulous approach that ensures every SEO action is purpose-driven, directly contributing to your overarching objectives. SEO solutions Langley's Small World Marketing leverages this innovative approach, integrating AI to analyze and respond to evolving search engine algorithms swiftly.

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Small World Marketing recognizes this trend and is leading the charge in SEO solutions Langley, incorporating voice search optimization into their comprehensive SEO strategies. Small World Marketing advises businesses to actively participate in conversations, address customer queries, and foster a community around their brand.

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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. This proactive approach ensures that SEO solutions Langley businesses don't just reach the top of search engine results pages but stay there, maintaining their competitive edge in an ever-changing online world.
They recognize that a one-size-fits-all approach doesn't cut it in the competitive digital landscape. Implementation kicks off with optimizing your website's structure and content, bolstered by authoritative link-building efforts to enhance your online presence. Traditional keyword research methods can't keep pace with the constantly evolving landscape of search engine algorithms.
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. Read more about SEO solutions Langley here The impact of Small World Marketing's work extends beyond individual success stories. Small World Marketing, serving SEO solutions Langley businesses, knows the ins and outs of this intricate process.
The cafe's owner credits their success to the strategic keyword optimization and localized content marketing efforts that captured the essence of their unique offerings and community vibe. Keyword Research Langley Small World Marketing's approach is holistic, focusing on both on-page and off-page SEO techniques. Explore SEO solutions Langley here By diving deep into the data, they're not just guessing what might work; they're making informed decisions based on real-time information.

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Langley may refer to:

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See also

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

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

History

[edit]

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

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

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

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

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

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

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

Relationship with Google

[edit]

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

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

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

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

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

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

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

Methods

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Getting indexed

[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

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Frequently Asked Questions

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