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 B2C Marketing Professionals

    REPORT: Vendor Landscape: SEO Tools And Technologies

    June 13, 2017 Collin Colburn

    Search engine optimization (SEO) is an established and mature strategy in the digital marketing portfolio, and many marketers feel they're ready to bring its execution in-house. To do that successfully, they'll need technology to automate key tasks. This vendor landscape will introduce to B2C marketers the three categories of SEO tools and their respective vendors.

  • For B2C Marketing Professionals

    REPORT: The State Of Search Marketing, 2017

    Search Is A Digital Workhorse, But Challengers Lie In Wait

    January 30, 2017 Collin Colburn

    Search marketing is a mature digital tactic to increase customer acquisition, and it owns a large share of the digital marketing budget. As such, B2C marketers need to be keenly aware of industrywide changes and customer shifts in regards to search. This report analyzes the state of search marketing today and the challenges and opportunities that lie ahead.

  • For B2C Marketing Professionals

    REPORT: Brief: Attract Customers Through Local Search

    August 22, 2016 Collin Colburn

    Customers are finding new brands and products locally with the help of mobile and perpetual connectivity. But B2C marketers have been slow to react to this behavior and still do not promote their locations for user discovery. This report will define what makes local searches unique, highlight customers' local information needs, and help marketers craft the right digital footprint and promotions to drive in-store foot traffic.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Search Marketing Agencies, Q1 2016

    The 10 Providers That Matter Most And How They Stack Up

    March 23, 2016 Collin Colburn

    In our 23-criteria evaluation of search marketing agency providers, we identified the 10 most significant ones — 360i, Acronym, Catalyst, Ethology, iCrossing iProspect, Merkle, Performics, Rise Interactive, and Zog Digital — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right search agency choice.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Measuring Up: Benchmarking Your B2B eCommerce Performance

    Benchmarks: The B2B eCommerce Playbook

    February 19, 2016 Andy Hoar

    In the age of the customer, it is critical that B2B companies know where they're performing well with their customers and where they're falling short. As such, Forrester partnered with Internet Retailer magazine to survey business-to-business (B2B) eCommerce professionals and benchmark B2B seller performance. The survey focused on B2B budget/spending plans, customer experience comparisons with business-to-consumer (B2C) retailers, feature/function/site component priorities, site measurement/metrics, and mobile and tablet plans. This document is an update to a report published in December 2014 and includes new insights, data, examples, and charts.

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