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The reasons that search engines are so important are many, but there are some fundamental principles that all search engines have in common. For example, they all base their authority on perceived expertise, so sites with lots of research-oriented content are considered more authoritative. An open-source reference site like Wikipedia, which contains tons of searchable information and millions of back links, has almost a 100% guarantee of a high listing based on its site architecture. However, since Wikipedia is an open-source project, it’s not always possible to ensure the accuracy of the information contained within. Search engines also base their authority on the perceived authority of the source. 

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If you’re not familiar with search engines, you’re not alone. In fact, 56% of search engine users say they always find the information they seek through them. This compares to just a third of the population in 2004. Even fewer, 5%, are not confident about the power of search engines. Nevertheless, these users have a few tips to help them maximize the potential of search engines. 

User experience 

As with any other industry, the user experience of search engines is a crucial aspect of the marketing mix. Google’s emphasis on UX is no secret. After all, their search algorithms are constantly changing in order to provide the best possible user experience. Some of the most recent changes are geared toward improving the UX and helping users find what they’re looking for. RankBrain, one of the latest algorithm updates from Google, is one example of this. 

Return on investment 

The return on investment of search engines is the amount of traffic your website receives as a result of the efforts of search engine optimization. Other advertising methods, such as radio and TV, are difficult to measure. A radio advertisement may be heard by more than 130,000 people, but the amount of leads, purchases, and ROI is unknown. Search engine marketing, on the other hand, provides measurable and concrete ROI figures. There are two ways to calculate the ROI of search engine marketing. 


A search engine is a tool that helps you find information fast. Search engines can organize individual websites and vast databases. Without them, the information on the internet would be scattered all over the web. With the help of a search engine, you can quickly find what you are looking for, and often answer your questions without even leaving your computer screen. But one downside to search engines is that they can cause search bias, so you should choose your search engine carefully. 


Ubiquitousness of search engines is a book that explores the use of search engines in our daily lives, how they have changed the way we live and the challenges for information literacy. It also incorporates reflections from previous research and makes a case for reclaiming the study of search in the discipline of library and information science. The authors draw on a long-standing research tradition in information retrieval, information behaviour, and practice theory to analyze the ubiquitousness of search in contemporary societies.