According to online retailers and service providers, over 39 percent of all of customers come from search engines. Therefore, online marketing is an integral part of running a business. And in fact, by 2016, more than half of the dollars spent in the US retail sector will be influenced by online marketing and web presence. Important aspects of online marketing include SEO, social media marketing, and web design. SEO, or Search Engine Optimization, is a particularly important aspect of online marketing, as consumers are increasingly using search engines to find products and services to purchase. The search engine industry is worth approximately $16 billion. Studies show that when consumers utilize an internet search engine they typically click on the first link that meets their criteria and are unlikely to scroll through pages and pages of results. Three quarters of people who perform an Internet search find what they are looking for on the first SERP (search engine result page) and do not bother going past the first page. Therefore, the higher a website appears in search engine results pages, the more likely a consumer is to visit that website. SEO, which raises a website’s ranking in search engine results, is thus a crucial part of effective online marketing.

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