The Changing Landscape of Search Engine Optimization

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Search engine optimization, or SEO, is a term that is thrown around so frequently now that many people do not even fully understand what it means or why it’s important. Anyone can start a blog on the Internet, but without an understanding of search engine optimization, it’s bound to fail. That’s why many businesses, small and large, turn to digital marketing firms to give them the answers. In every corner of the country, whether you’re looking for a digital marketing agency in Boston or in Los Angeles, companies are popping up to demystify the world of search engine optimization for businesses. Companies like Nowspeed have their work cut out for them explaining digital marketing to aspiring businesses.

So, what exactly is search engine optimization? Before we can really get into an overview of the topic, it’s important to understand how a search engine works. Search engines like Google send out what are called crawlers or spiders to explore the web through links. These crawlers then send information back to the search engine to create an index of webpages that can be easily pulled up in search results based on many different factors, but most importantly, content. As such, pages that do not have any outbound or inbound links unable to be crawled at all, making them as good as invisible to search engines. When a user searches a term, the search engine is crunching a mountain of data collected by these crawlers to return the pages most relevant to the user’s query.

The primary function of a search engine is to provide answers to a user’s query. The market today would almost imply that search engine optimization is a marketing tactic that can be fully controlled, but it is not. Regardless of what a business does, the search engine does not have the interests of business in mind – only the consumer. That’s why so many agencies have begun to pop up for search engine optimization. Taking to time to fully learn the ins and outs of how search engines work and the best way to cater the content of a website to their algorithms is a time-consuming task.

Not only that, but search engines are constantly updating their algorithms to better improve user experience. Google is one of the leaders in the industry, and they are constantly tweaking their search algorithms to provide users with the most up-to-date, relevant information to their query. Search engine optimizations tactics that worked even just a couple of years ago may not work as well today, and in fact, many old tactics designed to draw the attention of search engines can actually flagged as spam by Google.

So what are companies supposed to do in the face of such a changing landscape? The best thing to do is to understand that search engine optimization is inevitably a time-consuming process, and nothing, unfortunately, can be guaranteed, because the real work is in the hands of the search engine. The best that any company can claim to do is follow best search engine practices to try to get your business seen by search engines, and even then, if a digital marketing company has not fully updated their practices based on the most recent proven tactics, they may very well be obsolete.

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