SEO is sort of a democratic practice of the internet. Simply put, SEO allows a level playing field for all websites that can compete and be eligible for ranking higher. Whether its: the URL structure, keyword research, tags embedded in HTML, indexable content, quality of content, and/or trustworthy links, these all are available tools for any website to utilize to better their ranking. Moz does a survey every two years and gathers data on search engine correlation data. http://moz.com/search-ranking-factors. Some of the categories involve links, keywords, and popularity such as social media sharing. Having all this background information available SEO can be leveraged by companies to gain more awareness and popularity and then in time trust.
A 2011 Study by Slingshot SEO Reveals Click-through
Rates for Top Rankings:
A #1 position in Google’s search results receives 18.2% of all
The second position receives 10.1%, the third 7.2%, the fourth
4.8%, and all others are under 2%.
With these statistics from SEOmoz’s beginner guide, companies have to compete to get these top spots. Knowledge of SEO is continuing to evolve and change so I think a best practice would to have a dedicated team of web developers and search engine marketers that work together to find ways that they can leverage SEO for their success. One of the key successes of SEO is that it is open and we can continue to research it and use it. Inbound marketers work hard to create the content that the target market wants. SEO and SEM allow their efforts to be searchable on the web. The SEO competition for the top search results is this whole notion of turning strangers into customers and then promoters through social media sharing. Like the Moz blog pointed out, “allow yourself to fail.” Being able to try new things with SEO and SEM will open doors to new insights and what not to do next time.
Now I want to bring to attention something that I think helps protect SEO and SEM and the innovation and competition. Net neutrality helps protect the internet keeping it “open.” Wikipedia defines it as, “the principle that Internet service providers and governments should treat all data on the Internet equally, not discriminating or charging differently by user, content, site, platform, application, type of attached equipment, and modes of communication.” For some time now some large corporations have wanted to control the internet and implement packaged information much like the TV now, essentially a “closed” internet. Like the TV, the large corporations would offer paid-for subscriptions to a tier of packaged deals. If this were to ever happen it would wipe out the SEO we are studying today. It would remove what is good about SEO and how it can be leveraged by small and big companies alike. The open playing field would step down to decisions of a single large corporation. There would be no room for companies to rank higher as they gain popularity because it would be up to the large corporation once again. The openness of competition and innovation of the internet today is what drives companies to create better and better content for us. SEO and SEM are here as a tool for us all, to sort out all the internet’s content and provide the best based upon what we searched for.