Search engine optimization: Difference between revisions

Revision as of 18:52, 25 February 2025

Revision as of 19:55, 25 February 2025

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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.<ref>{{cite magazine|magazine=[[Forbes]] |url=https://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 |access-date=May 9, 2007 |archive-url=https://web.archive.org/web/20070502074629/http://www.forbes.com/technology/2007/04/29/sanar-google-skyfacet-tech-cx_ag_0430googhell.html?partner=rss |archive-date=May 2, 2007 |df=mdy-all }}</ref> 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.<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 algorithm changes|author=Matt McGee|date=September 21, 2011|access-date=January 4, 2012|archive-date=January 17, 2012|archive-url=https://web.archive.org/web/20120117152309/http://searchengineland.com/13000-precision-evaluations-schmidts-testimony-reveals-how-google-tests-algorithm-changes-93740|url-status=live}}</ref> It is considered a 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|access-date=May 14, 2007|author=Jakob Nielsen|author-link=Jakob Nielsen (usability consultant)|archive-date=August 25, 2012|archive-url=https://web.archive.org/web/20120825022222/http://www.useit.com/alertbox/search_engines.html|url-status=live}}</ref> In addition to accessibility in terms of web crawlers (addressed above), user [[web accessibility]] has become increasingly important for SEO.

== AI Integration in SEO ==

Recent advancements in [[Artificial intelligence|Artificial Intelligence (AI)]] have significantly influenced SEO strategies. In 2024, Google introduced [[Google Search AI Overviews|AI Overviews]], an evolution of its Search Generative Experience (SGE), which provides AI-generated summaries directly in search results. This reduces users' need to click on external websites, posing challenges for organic traffic and visibility. Studies have shown that AI Overviews appear in approximately 47% of search results, occupying significant screen space and potentially impacting user engagement with traditional organic listings. <ref>{{Cite web |last=Southern |first=Matt G. |date=2024-12-11 |title=Study: Google AI Overviews Appear In 47% Of Search Results |url=https://www.searchenginejournal.com/study-google-ai-overviews-appear-in-47-of-search-results/535096/?utm_source=chatgpt.com |access-date=2025-02-25 |website=Search Engine Journal |language=en}}</ref>

Additionally, AI-driven search functionalities have contributed to a decline in click-through rates (CTR) for traditional organic results, as users increasingly find answers within AI-generated responses. SEO professionals are adapting strategies to maintain relevance in this changing landscape.<ref>{{Cite web |date=2025-01-07 |title=Future of SEO: 5 Key SEO Trends (2025 & 2026) |url=https://explodingtopics.com/blog/future-of-seo?utm_source=chatgpt.com |access-date=2025-02-25 |website=Exploding Topics |language=en}}</ref>

== Emerging SEO Trends ==