Search engine optimisation or SEO is an exciting discipline in digital marketing. The successful implementation of SEO is a constantly evolving series of tactics that can become more or less effective at a whim.
When dealing with the fluid nature of the ever expanding internet, marketing on this platform needs to remain fluid as well. Becoming too attached or reliant on one tactic may prove to be disastrous as old strategies becomes less effective.
This is why digital marketing experts are trained to identify, research and master new optimisation strategies. An effective SEO practitioner is able to provide an ongoing benefit to their clients in a marketing landscape that is always changing.
Despite the fact many SEO strategies and tactics frequently require change, the benefits they provide do not. As long as that goal is to optimise for search engines then all of the tactics within SEO will try to serve that end.
Search engines like Google are constantly being tweaked and improved by their developers to make sure their indexing algorithms provide the best results to their users. A search engine’s goal is to make sure their users have a good experience by finding the results they want.
What user’s value and what search engines consider to be valuable results are always changing. Trends in user behaviours are liable to change in a short period of time as new technology develops.
For example, the rise of voice based searched through voice assistants like Google assistant or Siri has meant that more searches are being performed with natural language. This means voice user’s aren’t necessarily using a combination of keywords to find results but are asking questions as if they were speaking to another human.
When the search engine changes it algorithm to value results that fit this trend in natural language search then optimisation practitioners will find ways to appease these algorithmic changes. This means altering content and meta data to make sure websites remain relevant for this new trend in search.
While there are many small, technically based developments that prompt a change in SEO tactics, the primary function of digital marketing experts has changed in a larger way. This change obviously mirrors the change in what is expected of websites.
In the more primitive incarnations of indexing algorithms there was a distinct reliance on categorising material via keywords. This was the most basic way of categorising relevant content.
As the internet expands and sites become more competitive, filtering content by keywords becomes less and less important. With so much spam and poor quality websites on the internet today, search engines have developed algorithms that identify and reward high quality content.
As the technology behind indexing algorithms improves the search engines can prioritise search results that lead users to the most sincere answer to their query. This means that it’s less effective to try and manipulate or trick a search engine into prioritising your content.
For many experienced digital marketing experts this means that their services need to help clients develop their web presence into the sincere answer that users are looking for. This creates a strange area for marketing to occur as there is little room for embellishment.
SEO is changing to be less reliant on technical factors, favouring in-depth target research and high quality copywriting. As the search engine becomes smarter, it becomes harder to get it to prioritise content without that content being genuinely good.
This creates a more ideal internet as spam or low quality websites generate less and less traffic. It creates an internet where users get the best possible results for their queries.
For these reasons it’s clear that SEO not only evolves in its tactics but evolves in its primary and ongoing function, helping it to find its place in the contemporary internet landscape.