As Google improves its algorithm, the way marketers use SEO are greatly affected. Search engines like Google rely on providing excellent search results so that people continue to use them. In order to improve the quality of their search results Google has made major changes over time that have limited tactical use of SEO. Essentially Google wants SEO to stop diluting their search results.
Most SEO campaigns fall in the gray area between White Hat SEO and Black Hat SEO.
- Website optimized for search engines yet focuses on relevancy and organic ranking
- Backlinking, link building, keywords, link popularity, improved content
- Keyword stuffing, invisible text, doorway pages, adding unrelated keywords to content or page swapping
- Used typically by those looking for a quick financial return, rather than long term success
- Can result in pages being banned from search engines+
Google’s algorithm changes are clearing out the gray hats of SEO and forcing websites to one of the extremes instead of a blend of tactical and strategic SEO.
SEO isn’t dying, but the tactics that worked 5, even 2 years ago are no longer valid in today’s industry. As SEO evolves to better meet the needs of the audience by focusing more on content and user experience, marketers need to mature with it.