Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[64] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[65] As of 2006, Google had an 85–90% market share in Germany.[66] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[66] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[67] That market share is achieved in a number of countries.
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 guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[61] Search engines can change their algorithms, impacting a website's placement, 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.[62] It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.[63] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.
While most of the links to your site will be added gradually, as people discover your content through search or other ways and link to it, Google understands that you'd like to let others know about the hard work you've put into your content. Effectively promoting your new content will lead to faster discovery by those who are interested in the same subject. As with most points covered in this document, taking these recommendations to an extreme could actually harm the reputation of your site.
With our FREE subscription plan you can use our complimentary SEO tools that available online.  Our Assisted SEO guides you through the online marketing mine field whilst giving you access to some of  best SEO tools available. Our full premium service does all the heavy lifting for you whilst still giving you access to premium tools should want to run your own audits.
Inclusion in Google's search results is free and easy; you don't even need to submit your site to Google. Google is a fully automated search engine that uses web crawlers to explore the web constantly, looking for sites to add to our index. In fact, the vast majority of sites listed in our results aren't manually submitted for inclusion, but found and added automatically when we crawl the web. Learn how Google discovers, crawls, and serves web pages.3
Another excellent guide is Google’s “Search Engine Optimization Starter Guide.” This is a free PDF download that covers basic tips that Google provides to its own employees on how to get listed. You’ll find it here. Also well worth checking out is Moz’s “Beginner’s Guide To SEO,” which you’ll find here, and the SEO Success Pyramid from Small Business Search Marketing.
On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations. On May 27, 2003, the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted."[68][69]
Ultimately, we awarded Editors' Choices to three tools: Moz Pro, SpyFu, and AWR Cloud. Moz Pro is the best overall SEO platform of the bunch, with comprehensive tooling across keyword research, position monitoring, and crawling on top of industry-leading metrics incorporated by many of the other tools in this roundup. SpyFu is the tool with the best user experience (UX) for non-SEO experts and the deepest array of ROI metrics as well as SEO lead management for an integrated digital sales and marketing team.
Search engine optimization is a method for sustainably influences search engine rankings. Google and other search engines calculate their search results for keywords using highly complex algorithms. The individual ranking factors and their weighting within the ranking calculation are well-guarded intellectual property that belongs to the search engines and is not publicly disclosed.

However, that’s totally impractical for established sites with hundreds of pages, so you’ll need a tool to do it for you. For example, with SEMRush, you can type your domain into the search box, wait for the report to run, and see the top organic keywords you are ranking for. Or, use their keyword position tracking tool to track the exact keywords you’re trying to rank for.

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