Red Kite SEO 15 Dene Place Sheffield S13 9DN 0114 2426544 https://redkiteseo.co.uk/ Red Kite SEO helps small business owners get their websites to the top of Google. Visit https://redkiteseo.co.uk/ for more details. Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic (known as "natural" or "organic" results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine when websites rank higher on the search engine results page (SERP). These visitors can then potentially be converted into customers. Getting indexed Search engines use complex mathematical algorithms to interpret which websites a user seeks. In this diagram, where each bubble represents a website, programs sometimes called spiders examine which sites link to which other sites, with arrows representing these links. Websites getting more inbound links, or stronger links, are presumed to be more important and what the user is searching for. In this example, since website B is the recipient of numerous inbound links, it ranks more highly in a web search. And the links "carry through", such that website C, even though it only has one inbound link, has an inbound link from a highly popular site (B) while site E does not. Note: Percentages are rounded. The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review. Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links in addition to their URL submission console. Yahoo! formerly operated a paid submission service that guaranteed crawling for a cost per click; however, this practice was discontinued in 2009. Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by search engines. The distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled. Today, most people are searching on Google using a mobile device Increasing prominence A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility. Page design makes users trust a site and want to stay once they find it. When people bounce off a site, it counts against the site and affects their credibility. Writing content that includes frequently searched keyword phrases, so as to be relevant to a wide variety of search queries will tend to increase traffic. Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page's metadata, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL canonicalization of web pages accessible via multiple URLs, using the canonical link element or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score. These are known as incoming links, which point to the URL and can count towards the page link's popularity score, impacting the credibility of a website. Digital marketing is the component of marketing which uses digital technologies, such as internet-based desktop computers, mobile phones, and other digital media and platforms, to promote products and services. Its development in the 1990s and 2000s changed how brands and businesses used technology to market. As digital platforms became more integrated in marketing plans and daily lives, and people increasingly used digital devices rather than visiting brick-and-mortar stores, digital marketing campaigns became prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, email direct marketing, display ads, ebooks, and Optical discs and games became commonplace. Digital marketing has extended to non-internet channels providing digital media, such as TV, cell phones (SMS and MMS), phone calls, and mobile ringtones. The expansion into non-Internet channels distinguishes digital marketing from Internet-based advertising. The growth of digital marketing is intrinsically linked with technological developments. One of the earliest pivotal events occurred in 1971, when Ray Tomlinson sent the first e-mail, and his technology established the framework for allowing individuals to send and receive files across machines. However, a more recognisable time period that is a starting point in digital marketing is in 1990, because that is where Archie Search Engine was created to act as an index to FTP sites. In the 80s, computer storage was already large enough to hold massive amounts of client information. Companies began opting for Internet-based technologies, like database marketing, instead of using a limited list broker. These types of databases allowed companies to keep a better handle on their customers information, thereby changing buyer-seller relationships. However, manual processes were not nearly as effective. In the 1990s, the term digital marketing was first coined, and the customer relationship management (CRM) applications became significant factors in the technology of marketing as the server/client architecture debuted and personal computers became popular. The intense competition forced vendors to incorporate more services in their software, such as Marketing, Sales, and Service applications. Marketers were also able to possess massive customer data on-line through the use of eCRM software, once the Internet was born. Companies were able to keep up with customers needs data and get the prioritization for their experiences. This led to the first clickable banner advertisement being run in 1994, it was an AT&T campaign called You Will, and within the first four months it was running, 44% of all the people that saw it clicked the advertisement. In the 2000s, with increasing numbers of Internet users and the rise of iPhones, customers started searching products and making decisions on their needs on-line first, rather than consulting with a salesperson, creating a new challenge for the companys marketing department. In addition, a survey conducted in the UK in 2000 revealed that the majority of retailers had not registered their domain names. These challenges are prompting marketers to look for new ways of integrating digital technologies in their marketing efforts. In 2007, marketing automation was developed in response to an increasingly changing market climate. Marketing automation is a process whereby software is used to automate normal marketing processes. In this way, user activities (or the absence thereof) cause customized messages that are tailored to the user on the platform of his/her choice. However, while there are benefits of marketing automation, many businesses are struggling to properly implement it for everyday usage. Digital marketing became increasingly complex during the 2000s and 2010s, as a surge of devices that could access digital media led to sudden increases. Statistics produced in 2012 and 2013 indicate that digital marketing is still growing. With the rise of social media such as LinkedIn, Facebook, YouTube, and Twitter during the 2000s, consumers became very reliant on digital electronics for everyday tasks. Therefore, they expected a seamless user experience on various channels to find information about products. The changing behavior of customers improved marketing tech diversification. Digital marketing is also called Internet marketing, Internet marketing, or Web marketing. The term "digital marketing" has gained in popularity over time. In the United States, internet marketing is still a popular term. In Italy, digital marketing is called online marketing. Worldwide, digital marketing has become the more prevalent term, particularly since 2013. The digital media increase is estimated to reach $4.5 trillion worth of internet advertising served each year, and the growth of spending on digital media was 48% during 2010. A growing share of ads comes from companies using online behavioral advertising (OBA) to personalize ads for Internet users, but OBA has raised concerns about consumer privacy and data protection. Nonlinear marketing, a type of interactive marketing, is a long-term marketing approach that relies on businesses collecting information on the internet users internet activities, and attempts to make themselves visible across a range of areas. Unlike traditional marketing techniques, which involves delivering a direct, one-way message to consumers (via print, TV, and radio ads), digital marketing nonlinear strategies focus on reaching potential customers through a variety of online channels. Combined with greater awareness of consumers and the demand for more complex products for consumers, this shift has forced many businesses to reconsider their marketing strategies and embrace or integrate omnichannel, nonlinear marketing techniques in order to keep their brands visible, engaged, and accessible. Nonlinear marketing strategies include efforts to tailor advertisements across multiple platforms, as well as to target advertisements at various individual buyers instead of one larger, consistent audience. Some studies suggest that consumers responses to conventional marketing approaches are becoming less predictable to businesses. According to one 2018 study, almost 90% of U.S. consumers who shop online do so before visiting stores or making purchases, researching products and brands online. The Global Web Index estimated that, as of 2018, just over 50% of consumers researched products through social media. Companies frequently depend on individuals to present their products in a positive light on social media, and they can tailor their marketing strategies to target individuals with a high number of followers on social media in order to garner these comments. In this way, businesses are able to leverage consumers for advertising of their products or services, which reduces costs to the business. One of the main goals of modern digital marketing is the increase of brand awareness, which is the degree to which customers and the public at large are familiar and aware of a specific brand. Increasing brand awareness is important in digital marketing, as well as in marketing generally, due to the effect it has on perceptions of brands and consumers decisions. "Brand awareness, one of the core dimensions of brand equity, is generally considered to be the precondition of a consumers purchasing decisions, since it represents a major driver for including a brand within a set of considerations. Brand awareness may also affect consumers perceived risk evaluations and confidence in a purchasing decision, as it is associated with familiarity with a brand and its characteristics. . Recent trends indicate that businesses and digital marketers are prioritizing brand awareness, placing a greater emphasis in digital marketing efforts to nurture brand recognition and recall compared with past years. This is evident from the Content Marketing Institutes 2019 research, which found that 81% of digital marketers worked to improve brand recognition in the last year. Another Content Marketing Institute study found that 89% of B2B marketers now consider improving brand recognition to be more important than efforts focused on driving sales. The rise in the number of people buying products online. A survey from Statista projects that 230.5 million people in the U.S. will use the Internet to shop, compare, and purchase products in 2021, compared with 209.6 million people in 2016. The report, "The Future of Digital Engagement," examines how the internet has played a part in customers purchasing behaviors.