Search engines have evolved enormously over the years. Each algorithm update has brought significant changes to how search rankings are determined. Today, old classic search engine optimisation techniques, such as empty links or keyword stuffing, are heavily penalised by popular search engines. Despite this, few are willing to take the risk of reducing their investment in search engine optimisation, as neglecting it can leave websites unprepared for sudden search engine changes.
SEO Past
Google has made it clear that it will no longer tolerate SEO tricks that worked in the past. Websites—and, more importantly, the quality of their content—must improve if they want to continue succeeding in search engine optimisation. One might wonder why we should rely so heavily on Google’s guidelines when there are so many other search engines on the internet. However, let’s not forget that Google is the global market leader, and any penalties or backlash from them could significantly impact your website’s ranking. If a website receives a penalty from search engines, the issue should be addressed immediately. Technical problems are the easiest to fix, and Webmaster Tools should be used in such cases. Repetitive content should be removed—articles, descriptions, or posts should only appear once on the website. Titles overloaded with keywords should be revised, and shallow content filled with excessive keywords should be replaced with valuable, meaningful content. Irrelevant links should also be removed. If we have requested links from websites that are unrelated to our own, we should contact them and ask for those links to be taken down.
SEO Present
Today, search engine optimisation is no longer just a technical solution but an essential part of marketing and PR. It must be acknowledged that SEO plays a key role in today’s digital world. Social media platforms and blogs are also necessary. Every tweet, Facebook post, blog entry about your company, or content published on your website generates traffic. Additionally, they help manage consumer feedback more effectively and foster a more direct relationship between the company and its customers, which can reduce potential buyer’s remorse.
SEO Future
The key argument for search engine optimisation is its high return on investment. While SEO has become much more complex in recent years, its effectiveness and the ever-growing digital landscape make it indispensable.