ABSTRACT
Search engines are popular because they bring a form of order to the Web. Information and resources are immediately available in ways that would be impossible without them. The increasing number of Internet-connected search devices such as personal assistants and smartphones make search for video and image content one of the major trends. Organisations that ignore changes to Google’s and other search engines’ algorithms risk losing highly ranked positions on their targeted search engine results pages. Search engines often change the maximum length, but it is also influenced by variables such as the device and screen size, i.e. whether the search is done on a mobile phone, tablet or desktop computer, and the operating system used. Research has shown that individuals who are using long search phrases or ‘long tail’ keywords are more likely to convert into customers, as they are more likely to know exactly what they want from their search.
