Search engine optimization: Difference between revisions

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SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, depending on the site operator's goals.<ref>{{cite web|title=What SEO Isn't|url=http://blog.v7n.com/2006/06/24/what-seo-isnt/|publisher=blog.v7n.com|date=June 24, 2006|accessdate=2007-05-16}}</ref> A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up [[web analytics|analytics]] programs to enable site owners to measure results, and improving a site's [[conversion rate]].<ref>{{cite web|url=http://www.grokdotcom.com/2007/03/13/the-battle-between-search-engine-optimization-and-conversion-who-wins/|title=The Battle Between Search Engine Optimization and Conversion: Who Wins?|author=Melissa Burdon|publisher=Grok.com|accessdate=2007-05-09|date=March 13, 2007}}</ref>

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 guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.<ref>{{cite web|publisher=[[Forbes]]|url=http://www.forbes.com/technology/2007/04/29/sanar-google-skyfacet-tech-cx_ag_0430googhell.html?partner=rss|title=Condemned To Google Hell|author=Andy Greenberg|date=April 30, 2007|accessdate=2007-05-09}}{{dead link|datearchiveurl=Septemberhttp://web.archive.org/web/20070502074629/http://www.forbes.com/technology/2007/04/29/sanar-google-skyfacet-tech-cx_ag_0430googhell.html?partner=rss 2011<!--Added by H3llBot-->|archivedate=2007-05-02}}</ref> Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic. According to Google's CEO, Erick Schmidt, in 2010, Google made over 500 algorithm changes - almost 1.5 per day.<ref>{{cite web|url=http://searchengineland.com/13000-precision-evaluations-schmidts-testimony-reveals-how-google-tests-algorithm-changes-93740|title=Schmidt's testimony reveals how Google tests alorithm changes|author=Matt McGee|date=September 21, 2011}}</ref> It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic.<ref>{{cite web|url=http://www.useit.com/alertbox/search_engines.html| publisher = useit.com | title=Search Engines as Leeches on the Web|date=January 9, 2006|accessdate=2007-05-14 |author=Jakob Nielsen|authorlink= Jakob Nielsen (usability consultant)}}</ref> Seomoz.org has suggested that "search marketers, in a twist of irony, receive a very small share of their traffic from search engines." Instead, their main sources of traffic are links from other websites.<ref>{{cite web|publisher=seomoz.org|accessdate=2007-05-31|title=A survey of 25 blogs in the search space comparing external metrics to visitor tracking data|url=http://www.seomoz.org/article/search-blog-stats#4}}</ref>

== International markets ==