CHAPTER 4Search Engine Optimization
By Matt Bailey
Search engines transformed the world. First of all, they transformed the Internet. Prior to search engines, you had to go to online directories, find a relevant website in the listings, go to that website, and navigate to the information that you needed. Search engines turned everything upside down by providing a single interface to access relevant information online—based on the words you used to search, called keywords.
It seems strange that this was only a few decades ago, and now search is an essential part of daily life. Could you even go a day or two without using a search engine?
Search also transformed business. Now, instead of relying on advertising to influence people to consider your company or organization (outbound marketing), people use search engines, actively looking for providers or destinations when they want them (inbound marketing). It has changed the velocity of business, as people now have the tools to find products, services, businesses, and information when they want them, based on how they describe their need.
Search engines created new industries, opportunities, and growth. With this newfound power, people search and find products from around the world. They find local providers. They can access information in a moment's notice.
Search transformed us. With mobile devices, we now carry the information of the world, available at a moment's notice. We use this power to search for everything. Nearly every ...
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