While Google was still a research project, the founders of the company decided to use LEGO bricks to build a storage compartment for the 10 4 GB hard drives that were used to test the PageRank algorithm. The work that they were doing in search development at that point was relatively new, but what has been learned in the time since has changed the way that the internet works and continues to do so to this day. Google rankings have been the driving force behind much of the effort put into online marketing. Over 88 percent of internet users in the United States ages 14 and higher browse and research products online as of 2012. 40 percent of those will follow up using social media, asking for information before they decide to make a purchase. That makes SEO marketing and search rankings vital to the strength of certain industries, both online and locally.

As of 2012, there were over 70 million users shopping by way of mobile devices like smartphones and tablet computers. Those individuals can search wherever they are, thanks to the wireless plans that they sign up for through cellphone providers. That means that they can search for businesses while they are on the road, including local restaurants, outlets, and more. Search engine optimization has been key in targeting these demographics, and the results have been noticed by the companies who employ it. SEO tools have helped to measure search strength and feedback that marketers can use to further improve the campaigns used to promote a site. Nearly half, or 48 percent of mobile users say that they look up product reviews and promotions using their devices. That means search is important for both the long term investment into consumer confidence and the immediate impulse sales market as well.

Online marketing is now more important than ever with the wide spread of mobile devices. Whenever a user performs a search they may be looking for local products and services, or they could be searching for products and services that can only be purchased online. 65 percent of mobile users rely on their device to find a local business to make a purchase, so search engine rankings are now a prime target for local businesses to consider. When users search for items they need, your business can appear higher up in the rankings if you properly utilize SEO marketing.