Search Engine Optimization (SEO)

SEO is the practice of developing a site’s content and architecture so that search engines like Google will rank it high in natural search results. In addition to scanning a site’s copy for keyword mentions, search engines catalog how many other sites link to it. Web crawlers see these links as “votes of confidence” that the site has value.

Latest Research

  • For eBusiness & Channel Strategy Professionals

    REPORT: Measuring Up: Benchmarking Your B2B eCommerce Performance

    Benchmarks: The B2B eCommerce Playbook

    December 7, 2018 John Bruno

    In the age of the customer, B2B companies must know where they're performing and underperforming with their clients. Forrester partnered with B2BecNews to survey B2B digital business professionals to understand B2B budget and spending plans; feature, function, and site component priorities; and site measurement and metrics. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Retailers: You're The Next Media Moguls

    Media Networks From Commerce Companies Are Growing And Transforming Shopping

    December 5, 2018 Sucharita Kodali

    Amazon is now the most publicized case study of successful media networks. But other companies like Best Buy and Walmart have also quietly built profitable and rapidly growing ad businesses over the past few years, and they are likely to take share from digital incumbents in the years to come. By serving onsite ads to their customers at relevant moments, digital business professionals and commerce companies deliver a superior customer experience while also cultivating a rapidly growing new revenue stream with healthy margins. Over time, we expect these types of ads to be more prominent in stores, as well.

  • For B2B Marketing Professionals

    REPORT: B2B Marketers Fail At Paid Search

    When Most Purchases Start With A Search — This Is Something You'll Want To Be Good At

    October 25, 2018 Collin Colburn, Meredith Cain

    If you are a B2B company, you are likely failing at search or at least have a lot room for improvement. This is a problem, considering most B2B purchases start with an online search. Forrester applied its search marketing review methodology to more than 100 paid search ads in five industries across B2B: technology, insurance, financial services, manufacturing, and healthcare. The majority of the ads we reviewed failed, and all industries have substantial room for improvement. This report helps B2B marketers better understand how to improve their paid search efforts.

  • For B2C Marketing Professionals

    REPORT: Ten SEO Best Practices That Your Site Can't Live Without

    October 1, 2018 Collin Colburn

    Search engine optimization (SEO) is one of the oldest marketing tactics. But marketers must be keenly aware of how to do SEO well and know what the common best practices are. Forrester has seen a steady increase in questions about SEO, which indicates many companies are still evaluating how to improve theirs. This report outlines the most important best practices B2C marketers should be maintaining to improve visibility, traffic, and conversions on their websites.

  • For B2C Marketing Professionals

    REPORT: Top-Notch SEO Requires Seamless Coordination, Not Another Siloed Team

    October 1, 2018 Collin Colburn

    More companies want to bring search engine optimization work in-house. But most companies don't know how to do it or which stakeholders need to be part of the SEO process. This report will uncover how B2C and B2B marketers can organize for SEO and how the SEO process should work.

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