The leading search engines, Google, Yahoo! use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. Some search engines, notably Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click. Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results. Yahoo's paid inclusion program has drawn criticism from advertisers and competitors. Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review. Google offers Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that aren't discoverable by automatically following links.
Personalized search will be of great benefit to the user as the increase in personal relevancy will make the result more important than ever. The importance of a website based on their rankings will come to a crashing halt as users will no longer be able to assume the rankings globally. People will see different set of results for the same keyword. Experience will play a heavier role in SEO if Google incorporates usage data from other source like Google Toolbar, Google Chrome and Google Analytics. With new data sources available Google can emphasis on inbound links in their ranking algorithms. To handle this effect web masters have to create convincing and interesting content that appeals to the users instead of search engines.
SEO is not necessarily an appropriate strategy for every website, and other Internet marketing strategies can be much more effective, depending on the site operator's goals. A successful Internet marketing campaign may drive organic traffic to web pages, but it also may involve the use of paid advertising on search engines and other pages, building high quality web pages to engage and persuade, addressing technical issues that may keep search engines from crawling and indexing those sites, setting up analytics programs to enable site owners to measure their successes, and improving a site's conversion rate.
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