In the last decade, online marketing has become an essential component in the overall marketing scheme of most corporations. It enables businesses to effectively tailor messages to fit a target audience, enabling them to easily sell to individuals who are more likely to be receptive to their merchandise. Just a few short years ago, the internet was mostly used as a place for consumers to shop. With the advent of the internet and its related technologies, however, shopping behavior has changed dramatically. Online shopping behavior is now largely influenced by the search terms which people use to find a product.
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two of the most important online marketing methods. SEO is the process of improving the visibility of websites on the results page of search engines such as Google and Yahoo. SEM involves the creation and maintenance of marketing campaigns that use these websites to boost sales. If these campaigns are not successful, businesses may not be able to maintain their current revenue levels.
The primary role of Search Engine Optimization is to improve the website’s PageRank within the major search engines. A company’s PageRank within a search engine results page (SERP) is based largely on the number of inbound links that are directed toward their website. For example, if a company has ten inbound links from a particular webpage, the page will have a higher PageRank value. Companies often try to improve their PageRank in hopes of gaining a better position within the SERPs.
Search Engine Optimization is achieved through the application of algorithms which are used by the search engines to rank pages on the SERPs. These algorithms are updated on a regular basis to ensure that websites appear on SERPs that are related to the keywords used to produce them. This process of adjusting the algorithms is called ‘registry tweaking’. It is one of the most important processes involved in modern internet marketing.
Some companies try to manipulate the algorithms of search engines in an effort to gain an advantage through the rankings they achieve. They attempt to get ahead of Google and regain their top spot. One technique they use is to build links with other companies that are ranked highly in the same field. In doing this, they hope to achieve as high a ranking as possible, and convince Google that their algorithms are being manipulated.
However, there is nothing malicious or dishonest in what these businesses do. The reason that they try to manipulate the ranking algorithms is because it is only through these rankings that they are able to remain at the forefront of the internet market. Google is by far the most popular search engine and receiving traffic almost on a daily basis.
There is therefore a great deal at stake when it comes to internet marketing and search engine optimization. If a company cannot retain their rank then their profitability declines. This is why SEO is such an important business strategy. It provides companies with a means of protecting themselves against competitors who may have come up with innovative products that surpass their own. Also, if a company is able to secure a top position in the search engine results then they are able to attract more visitors and increase their revenues.
A company that is able to maintain its rank in search engines is in a much better position to attract new customers than a company that is not ranked. For instance, it would be impossible for a pizza shop to stay at the top of Google if they did not offer a competitive price to their products. Similarly, it would be pointless for a clothing store to remain at the top of the search engines if they did not have attractive sales promotion web pages. It is through the rankings that these companies are able to stay ahead of their competitors and this is how they can attract new customers and retain their existing ones.