SEO, short hand for search engine optimisation, is the method of improving a websites traffic and visibility in search engines. Digital traffic refers to the number of visitors on your website. As information continues to move online to a digital medium, investment in SEO services increases.
Before the internet became popular, companies would pay for advertisement space in physical print within magazines or newspapers. While these advertisements can still be viewed today, less overall investment in this publicity strategy is seen. With so many other forms of advertising, print marketing strategies are usually chosen to specifically target older demographics.
Unlike the digital SEO era we currently have, information was not always as readily and easily accessible, confined mostly within public libraries. In order to facilitate business growth and link customers to businesses, the concept of yellow pages was created.
The yellow pages were a telephone directory of business names. These company names would be organised alphabetically or by category. Individuals would look up businesses and relevant listings to suit their needs. In order to be indexed in the yellow pages, businesses would pay to have their services listed with larger eye attracting advertisements costing more. We can link these similar concepts to the digital world of SEO.
In todays digital society, individuals turn to search engines to find information. This can be applied to reaching out and finding businesses. When people browse the internet, they frequently click the first couple of results, because that is what they see first. Getting your website to appear on the first page of Google, requires investment in SEO services. Just as a larger yellow page’s advertisement costs more money.
In recent years, yellow pages have transitioned to a digital market. Their aim was to successfully transition towards digital marketing services like the one’s SEO companies provide. As of January 2019, physical print copies of the yellow pages publication, are no longer available with the decision to stop printing. These pressures also mounted as a result of environmental concerns due to wasteful paper resource use.
Social Media Influence
In analysing this transition to the digital format, particular attention to social media should not be overlooked either. Trends in the growth and development of social media marketing strategies continues to surge.
Social platforms develop a series of built in analytic tools making it very convenient and easy. Social media advertising material can easily become fun and characteristic with user generated content. In other words, the ethos of these posts is high.
Because of how private these forums are, social media posts can be regarded with more credibility or evidence. Facebook, for instance, has already had a big problem with fake news shared across its platform. Additionally, strong celebrity endorsement can be capitalised on. Because of the social structure used by these platforms, personalised interactions on a deeper human level can be given. Social media captures a large part of how we now communicate as humans. Companies can replicate and mimic this experience.
Creation of New Markets
Economic theory suggests that innovations create new markets. Certainly, increases in technological development and the brief examples above indicate this. The internet continues to rapidly progress with search engine algorithms constantly updating. SEO work brings fresh developments every year. We a reaching a turning point in society where automation is slowly creeping into every facet of our lives.
SEO has only increased with the rise of mobile technologies. Mobile phones, tablets and portable laptop devices and computers enhance our ability to browse the internet. The ability to search for results is literally at our finger tips. SEO is a more sophisticated, yet digital restructure from the days of the yellow pages.