For many internet users, a search engine like that of Google is the default homepage when opening a web browser. Search engines intend to give users the best possible answer to a search query. In order to do that, the robots behind those machines will consult the internet (discover content), index content (analyse content and save it in the database of the search engine) and fetch it when a search query matches the content.

Search engines are an important source of visitors for any website. In general, the higher your website is figured on the search results page (SERP, or Search Engine Results Page), the more visitors that will generate. Those visitors can then be transformed into customers.


Search Engine Optimization(SEO) ensures that your website figures higher on the results page of the search engine than those of your competitors, leading more traffic and possibly more business to your website.

The ranking algorithm of a search engine such as that of Google and Bing compares search queries with billions of pages to determine how relevant they are. This operation is probably one of the best kept secrets of the internet.

SEO marketers study how search engines work, what people search for, which search terms or keywords are being entered and which search engines are preferred by the target audience of a company. A website and her pages can be optimized by adjusting the content and the coding, both to increase the relevance for specific keywords and to eliminate obstacles for the indexing activities of search engines.


Each company needs a source of revenue in order to survive, and so do search engines. The popular search engines like Google and Bing do this by selling advertisements. This is called Search Engine Advertising, or SEA.


There’s a higher chance that people access your website through a search engine than that they directly reach it. So, how do you attract those visitors and which strategy should be prioritized? Search engine optimization (SEO), or pay-per-click search engine advertising (SEA)?

Both SEO and SEA bring costs and advantages. There's a higher chance that people will click on the results of a search engine (often called 'organic' or 'earned' results) than on paid search results. In the past decade, internet users learnt the difference between those two and they attach a higher value to the organic results.

However, the client acquisition cost is very important for companies. There's no such thing as 'free SEO with immediate results'. SEO requires time and efforts. SEA on the other hand, can make sure you're on the first page within a day for a large number of specific terms.

The short answer: both SEO and SEA play a role in making sure that you will receive a part of the internet traffic. SEO will help you to attain longterm results, while SEA will immediately support your current campaign.


Many think Google is the search engine par excellence. Google still holds a fully dominant position on most western markets. His little brother Bing however gained a large market share, particularly in the US and the united kingdom. Other local regions also have other market leaders. In Russia for example, Yandex has been at the top for an eternity.

When a company has a monopoly position, like Google, alternatives will rise as well. For example, the search engine Duck Duck Go gained popularity for those who prefer to browse without a personalized tracking.


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Search engine optimization (SEO) is the process which helps search engines to give the right – your! – answers on user requests. SEO makes sure that your website ranks higher on the results page of the search engine than those of your competitors, leading more traffic and possibly more business to your website.

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The proportion of traditional search queries via Google on a desktop represents nowadays an absolute minority of the number of product searches.

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