SEO isn't an appropriate strategy for every site, and other online marketing strategies can be successful like paid advertising through pay per click (PPC) campaigns, based on the website operator's goals. Search engine marketing (SEM), is training of designing, running, and optimizing search engine ad campaigns. Its difference from SEO is simply depicted as the difference between paid and outstanding priority ranking in search results. Its purpose regards prominence more in place of relevance; website developers should respect SEM with the utmost importance with thought to PageRank visibility as most navigate into the primary listings of their search. A successful online marketing campaign may also be dependent upon establishing high excellent webpages to engage and persuade, establishing analytics applications to enable site owners to quantify results, and improving a site's conversion rate. Back in November 2015, Google released a full 160 page edition of its Search Quality Rating Guidelines into the general public,which now shows a change in their focus towards "usefulness" and search. In recent years the cellular market has exploded, overtaking the usage of desktops as shown by Stat Counter at October 2016 where they found 2.5 million websites and 51.3% of those pages were loaded by a mobile device . Google has been among the companies which have utilized the popularity of cellular usage by here encouraging sites to use their Google Search Console, the Mobile-Friendly Test, which makes it possible for companies to measure up their site to the search engine results and how user-friendly it's.
SEO may generate an adequate return on investment. Search engines aren't paid their calculations change, for search traffic, and there are no guarantees of continuing referrals. Due to this absence of guarantees and certainty, a company which relies heavily on search engine traffic may suffer big losses if the search engines stop sending traffic. Search engines can change their calculations, impacting a website's positioning, possibly leading to a severe loss of traffic. It's considered wise business practice for site operators to liberate themselves from dependence on traffic. Besides accessibility concerning web crawlers (addressed above), consumer web accessibility has become more and more important for SEO.