Search engine optimization isn't an proper strategy for every single website, and other Internet marketing strategies can be more effective like paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals. Search engine marketing (SEM), is practice of designing, conducting, and optimizing search engine marketing campaigns. Its difference from SEO is just depicted as the gap between paid and outstanding priority rank in search results. Its intent regards prominence more in place of significance; site developers should respect SEM using the utmost significance of consideration to PageRank visibility as most navigate to the primary listings of their search. A successful Internet marketing campaign may also depend upon establishing top excellent webpages to engage and convince, establishing analytics applications to enable site owners to measure results, and improving a site's conversion rate. In November 2015, Google released a full 160 page edition of its Lookup Quality Rating Guidelines into the general public,which currently shows a shift in their focus towards "usefulness" and mobile search. In recent years the mobile market has exploded, overtaking the usage of computers as exhibited by Stat Counter at October 2016 in which they analysed 2.5 million websites and 51.3% of the pages were loaded with a mobile device . Google has been among those businesses which have utilized the popularity of mobile usage by encouraging websites to use their Google Search more info Console, the Mobile-Friendly Test, which makes it possible for businesses to step up their site to the search engine results and how user-friendly it is.

SEO may generate an adequate return on investment. However, search engines aren't compensated for search traffic, their change, and there are no guarantees of referrals. Due to this lack of guarantees and certainty, a business which relies heavily on search engine visitors may suffer major losses in the event the search engines prevent sending traffic. Search engines can change their algorithms, impacting a website's positioning, potentially leading to a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google created over 500 algorithm modifications -- almost 1.5 per day. It is deemed wise business practice for site operators to liberate themselves from dependence on search engine traffic. Besides availability concerning web crawlers (addressed above), user web accessibility has become more and more critical for SEO.

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