The internet has become an integral part of our life. It has found its way into almost
every possible entity that the human mind has created till date. It would seem awkward if we think for a second
about our lives without the presence of internet. Statistics shows 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 as 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 isa 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 toour doorstep. At 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 are 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 the focused
marketing is much more effective over the random results. For instance, we all see that Facebook and
twitter offer 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 organization to personalize and improve
the looks of its website on the web. Even the most basic start up now would have a Facebook page that
one can like and stay connected to it. Thousands of such small enterprises and small starts 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 more reliable, accurate and faster search result. But as
these pages flood the web, the optimization of the search engines reduces. Although this is barely
noticed by an individual, but 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 wel ooked, searched, or spent a 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 to 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 weightage, 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.