The Importance of Search Engine Optimization

Search engine optimization (SEO) refers to the process which affects the visibility of a web page or a website in the results of a search engine. The higher is the SEO ranking of a web page, the more frequently is it visited and is popular amongst the masses. SEO targets various kinds of searches performed, including local search, academic search and video search.

This Internet marketing strategy considers the way a search engine works by accessing what people actually look for in a search engine. The search engine terms or the most typed keywords used by the targeted audience are determined by SEO. Optimizing a web page even involves editing the content, associated content and HTML help in improving the search engine rankings.  

International markets

The optimization techniques are highly tuned in to the prevailing search engines in the target marketplace. The market shares of search engines vary from market to market. So does the competition. Danny Sullivan in 2003 stated that Google represented about 75% of all searches. Google’s share is quite large in markets outside the United States. It is also the dominant search engine worldwide.   

Google is not leading the marketplace and is lagging behind the local search engines in Japan, South Korea, China, Czech Republic and Russia. Yahoo! Japan, Naver, Baidu, Seznam and Yandex are ruling these markets when it comes to Search Engines. Professional translation of web pages, registration of a domain name and web hosting which provides a local IP address is necessary for successful search engine optimization for international markets. 

Market Trends

The SEO industry has witnessed a tremendous growth over the past few years and the pace is expected to steadily increase in the years to come.

·         Google Authorship is becoming more and more prominent. Many business owners have today started taking Google Authorship seriously. Google has taken an effort to increase click through to only the site with the highest quality content. Those firms which do not establish a degree of authority via Author rank will become irrelevant.  

·         Social media has established itself as key traffic referrals to the website. Facebook goes on to be the leader when it comes to traffic referrals as per a study report. Social media is a quicker way to divert traffic towards websites.

·         “Content marketing” has replaced the word SEO. Marketers are now focusing on high quality content framed based on solid keyword research. A solid content builds brand awareness, credibility and social media awareness.   

·         SEO is slowly becoming an expensive option as it is quite difficult to procure the inbound links and form link-worthy content. 

Impact on Revenue

SEO is steadily rising. Here is what the survey has to reveal about the SEO industry. Many research reports reveal that a properly optimized website or a web page can generate more revenues for online businesses. The better is the strategy deployed the more is the web traffic diverted towards the website and this helps the companies establish a brand name for themselves and thus helps them attract potential customers. 

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