SEO is a marketing game whose rules are always changing. What worked once upon a time will send your brand to the bottom of the results page today. Fortunately, with a little effort your business can stay on top of the trends and adjust to the iteration of SEO that works for today. Each new revolution of SEO is not an entirely redesigned protocol, but rather a tweak to the existing system that improves the searching experience for end users.
What Is SEO?
SEO or Search Engine Optimization involves creating content that helps to rank your business and website higher in search results. It makes your brand more visible in huge search engines like Google, Yahoo!, and Bing. SEO done correctly puts your product, service, or name on top of the results page. It’s important to incorporate SEO into your greater online marketing plan, but the winning combination for content that ranks well is always changing. This reflects Google’s efforts to reward content that is original, relevant, trustworthy, and linked well.
The Evolution of SEO
In the beginning, SEO meant two things: on-page and off-page. Each was then broken down into keywords and links. All a business had to do back then was stuff as many keywords and links as possible into content to outdo competitors on the results page. While SEO may have worked for businesses in that respect, it hardly worked for the consumer. Today’s SEO is all about creating high quality content for consumers that still ranks well in search engines.
1. Guiding Beliefs The SEO of yesterday operated with the mindset of maximizing rankings through keywords and links. Today’s mindset is more about creating content that engages consumers and boosts ROI. Keyword research now comes fourth after analytics, content creation, and social media marketing for in-house SEO strategists.
2. Content Before the emphasis on the end user, it didn’t matter if your business produced low or high quality messaging. Old SEO practices created content designed only to get to the top of the charts without regard for quality. Today, your content must provide legitimate value to consumers.
3. Keywords Yesterday, all you had to do to get to the top of Google was focus on singular keywords and pack them into your content. Keywords have come a long way since then. Today, keywords are generated after extensive research. They are selected based on their relevance to end users and use in long tail searches.
4. Linking Backlinks matter in SEO today. They must be working and up-to-date in order to be rewarded by search engines. In early SEO practices, you could fill your content to the brim with broken or low quality backlinks and still find your business at the top of Google. Today, it’s all about high quality, working links.
SEO: Today and Tomorrow
To be effective in SEO today, your content should create an enjoyable experience customized to the consumer. Original, intriguing, high quality content that provides your consumers with relevant information is the fast track to the top of the rankings. Marketers can only expect to see this trend grow stronger in the next iterations of SEO algorithms. The future of SEO and marketing is headed in a decidedly human direction.