The internet has become an integral part of our lives. It has found its way into almost

every possible entity that the human mind has created to date. It would seem awkward if we think for a second

about our lives without the presence of the internet. Statistics show that we spent about 27 hours a week

browsing through tons of information and services that the internet provides us. It can be seen early-on

that the internet is a hub of crucial and vital information. It can be compared to a waiting hall of an

airport where people from around the globe belonging to different cultures come together and share

their views and beliefs and get to know each other.

Since people spent so much time on the internet, facilities all around the globe are going “online”.

People are given a choice to do the job on the internet they once did by traveling to another physical

location. This is often looked like a rich marketing aspect for companies and other marketers around the

world. In today’s world, the web is owned by these marketers who own the "data" They predict the

future and frame strategies to target customers all over the globe. Everyone on the internet is a

potential customer as well as a potential seller. Whether it is a business organization or a consultancy

provider or a mere wholesaler, everyone is trying to sell their ideas and products to the potential

customers on the web. Peter Ducker regarded as the Yoda of marketing quotes:

“The aim of marketing is to know and understand the customer so well, the product or service fits him

and sells itself.”

Imagine a scenario:

We want to buy a product and we have two choices, either order them online or travel to

the physical location, to buy the entity. Most people of us would choose the first one and order it online. There

are online marketplaces where we can find the required product and its features and specifications. We

order it and the delivery is made to your doorstep. In this instance, the SEO maintains cookies, which

would in the future be used by them. This looks a simple or a common analogy these days. But have we

ever wondered what actually happens in the background. When we search the internet, we use a

particular search engine say maybe Google or Bing or Yahoo. These search engines provide us the results

based on complex algorithms, which take our location, browsing history, previous choices, and page hit

ratio into account. All this data is transferred to the data farms and into the servers and is fed into the

algorithm. What outputs is a search result along with the auto-generated result or different

advertisement of the product that we searched or may search in the future.


How SEO makes lives easy?

The SEO produces results on the basis of higher rank on the search page and more

frequently a thing appears in the search result. We can clearly see that this type of auto-generated result

can be sometimes producing unrequired data which affects the customer’s experience.

Marketing Addressability is surely having an edge over SEO as we can see from an example that focused

marketing is much more effective over the random results. For instance, we all see that Facebook and

Twitter offers advertisements and more aimed options to move with its customer match abilities. This is

an example of digital marketing where the recipient of the marketing message can be identified.

These advertisements fill up the browser screen unnecessarily and use up unwanted internet packets.

We can spot these almost at any page whether in textual form, picture form, and even video form. These

can be spotted on almost every page on the internet whether that is a search engine or a social

networking site or a normal website. These advertisements carry an unnecessary overhead to the

already complex algorithms by the SEO. Search engine providers aim to provide a better and faster

result to the people at the same time make revenue while displaying the result. This revenue is provided

by the different advertisement companies.

A good amount of time is given by marketing companies and organizations to personalize and improve

the looks of its website on the web. Even the most basic startup now would have a Facebook page that

one can like and stay connected to it. Thousands of such small enterprises and small start-up flood the

internet with their presence. This adds a huge overload on the search algorithm as it now has to search

more pages thoroughly to provide the user with a more reliable, accurate and faster search results. But as

these pages flood the web, the optimization of the search engines reduces. Although this is barely

noticed by an individual, when the average response time and records are analyzed, the

performance efficiency has a considerable decrease. Not to forget that these ads take up unnecessary

internet data of the user. If the search engine result page is filled up with different advertisement it

often ruins the browsing experience.

On one hand, where these SEO provides a search result, they store the browser with cookies, which

stores our browsing history. The things we looked, searched or spent time researching on it. This

confidential data are provided to these search providers, which in turn then display the advertisement

according to our previous history and predicting the future searches. The addition of so many startups is

weighing down these search engines to optimize their search and cover a broader spectrum on the


There is no substitute for SEO

Social networking sites are no substitute for these problems. They provide these

advertisements, whether as pop-up or as textual content placed on their pages very effectively. The amounts of

marketing done on the internet increase the weight, and hence the optimization of the search

engine also increases. To counter attack this, the search engines must take crucial steps. The battle

between Marketing Addressability and SEO continues still as we surf the net.