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: The Five Search Marketing Trends To Know In 2018

    April 5, 2018 Collin Colburn

    Search marketing is a major part of a digital marketing strategy and it's important that B2C marketers know the trends affecting it. Forrester recently partnered with the Search Engine Marketing Professionals Organization (SEMPO) to survey marketers on their current challenges and opportunities. This report summarizes the five key trends learned from that data.

  • For B2C Marketing Professionals

    REPORT: Paid Search And SEO Shouldn't Be Your Only Discovery Tools

    Marketers Must Look Beyond Traditional Search To Capture Prospects' Attention

    February 5, 2018 Collin Colburn

    Customers discover new products and services in many ways, but marketers tend to think only of search, and only on Bing and Google. This report helps B2C marketers think through all the possible places their customers may research and how to prioritize those channels.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Measuring Up: Benchmarking Your B2B eCommerce Performance

    Benchmarks: The B2B eCommerce Playbook

    January 12, 2018 John Bruno

    In the age of the customer, B2B companies must know where they're performing and underperforming with their clients. Once again, Forrester partnered with Internet Retailer 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 B2C Marketing Professionals

    REPORT: The Forrester Wave™: Search Marketing Agencies, Q4 2017

    The Top 12 Providers And How They Stack Up

    October 31, 2017 Collin Colburn

    In our 25-criteria evaluation of search marketing agency providers, we identified the 12 most significant ones — 360i, Acronym, Catalyst, Forward3D, iCrossing, iProspect, Merkle, Mirum, Neo@Ogilvy, Performics, Rise Interactive, and Wpromote — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • 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.

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