Search engine optimization (SEO) is an ongoing process that makes use of various marketing strategies to enhance the online presence of a website in organic search results.
The Evolution of SEO
Click on this infographic to see how search engine optimization has changed throughout the past few years.
SEO campaigns used to center around short-term strategies such as keyword stuffing and link-building tactics until the Google’s Penguin updates of April and May 2013 made drastic changes to how Google determines a website’s rank. (This formula is known as Google's 'algorithm'.)
The SEO techniques that used to provide positive results are now showing little effect - some websites that once showed up high in search results have even dropped in ranking.
What happened? Google’s algorithm has evolved to favor websites that use long-term strategies such as enhancing the user experience of your site with an attractive and easy-to-navigate web design, optimizing PPC ad campaigns, building a strong social media following, and writing informative blog or website content that engages users.
Digital marketers will need to incorporate all these crucial elements of new SEO into a comprehensive marketing plan in order to succeed online.