The impact that worldwide adoption of internet usage has had on the modern business world is difficult to overstate, and no other aspect of internet usage has been more extraordinary than the adoption of search engines.
In addition to being helpful tools for research, search engines brought about the ability for any website on the planet to be found by any person. Throughout the long history of media and mass communication, the ability to connect with a specific audience as they researched a specific product has always come at a massive, often prohibitive, cost to the product manufacturer. This expense either inflates the final cost of the product to the consumer or limits the seller’s ability to stay in business.
The importance of SEO to business strategy
The introduction of organic search, and the optimization strategies that go along with it, enabled an entirely new type of business model. It did this by shrinking customer acquisition costs almost to zero and thereby reducing the required profits to keep a seller’s business afloat.
This shift brought about lower prices to consumers, allowed better-guided buying experiences from third parties (G2, TripAdvisor, Yelp), and enabled a new generation of entrepreneurs to bootstrap their way to financial freedom via e-commerce websites.
Today, the world’s largest companies rely on SEO to reach their customers. Could Amazon have grown to be the world’s largest retailer if it had to pay exorbitant media fees to grow their...
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Published by: Book Club