The first Google Doodle was posted in 1998, and it depicted Nevada’s Burning Man festival to let employees know that Google’s cofounders had gone to the party. Since Google was started in the 1990s, it and search engines like it have grown to govern how the internet works in large part. Over 90% of US adults use a search engine at least once a day. Google itself does as many as 70% of internet searches, making its search algorithm the most influential. This algorithm, PageRank, itself is named after Larry Page, one of the company’s cofounders.
Search engine optimization, or SEO for short, is an internet marketing strategy that passively takes advantage of how search engines work to boost your webpage’s traffic and sales. Basically all search engines work by having users input keywords. Search engines then find webpages that contain these words and rank them (in large part) by how frequently the keywords appear in the text of the webpages it finds, with those with the highest frequency appearing first in the results. Most people never get past the first page of results, so ensuring that your page has high search engine rankings can greatly increase its traffic and thereby its success. SEO finds the keywords most associated with your webpage and rewrites the text content of your webpage to contain them at a higher frequency, making your page more attractive to search engines.
SEO is also a very cost effective technique. Inbound leads like SEO can cost up to 60% less than outbound leads like cold calling. If you have a small business and need your advertizing dollars to go as far as possible or you just want to save more money on your advertizing budget, SEO may be able to help you to create a more efficient and effective marketing strategy.