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Search engine optimization (SEO) may be described as a living entity that is necessary for any website as it breathes life to businesses that want to succeed online. By following a set of guidelines to optimize websites for search engines and eventually improve search engine rankings, website owners will find SEO to be a very important factor for online success.

The Good and Bad in SEO

Several SEO strategies have been designed through the years, leading them to be categorized into one of two kinds: white hat SEO and black hat SEO.

White hat SEO techniques are recommended and endorsed by major search engines such as Google. Examples include the following:

  • Guest Blogging
  • Link Baiting
  • Quality Content
  • Internal Linking
  • Site Optimization

On the other hand, black hat SEO techniques involve virtual tricks and schemes to increase a website’s page ranking. In other words, this kind of strategy tries to manipulate a website’s ranking by using techniques that are not recommended or accepted, examples of which are as follows:

  • Keyword Stuffing
  • Cloaking
  • Blog Spamming
  • Hidden text
  • Link Forms
  • Mirror Sites
  • Doorway Pages

Advantages of SEO

As an integral part of website management, SEO provides a lot of benefits to the website, some of which include the following:

  • Produces a good user experience
  • Leads to prominent appearance in search engine results pages (SERPs)
  • Builds trust and credibility
  • Naturally leads to increase in the number of leads and sales

The Constant Change

For many years, SEO techniques have been in a consistent series of changes to improve the online user’s search experience. In fact, the way that users search online may be the primary reason why SEO techniques are constantly changing.

Here are some of the reasons why the SEO Industry is changing so fast before our very eyes:

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1. Spammers are keeping up

Along with the development of web standards and SEO strategies comes the evolution of spam and black hat SEO. The need to protect the integrity of search results has resulted to changes in SEO standards.

2. Social media is emerging

Social media is a double-edged sword of sorts. Business owners now have more opportunities to expand their market reach by using social networking sites to promote their brands and products. On the flip side, search engines are forced to adapt to social media, leading to new SEO guidelines that need to be updated as social media becomes more influential.

3. Technology is changing

These days, discussions on SEO wouldn’t be complete without including mobile browsing and search. Because of this, business owners should be able to learn new SEO techniques to make their websites attractive to mobile users.

How Will SEO Look in Five Years?

In the same way that SEO experts a decade ago couldn’t have predicted the emergence of mobile SEO and social media, expect the SEO industry to change every so often. What you may think are evergreen SEO techniques may be replaced by new strategies to catch up with technology and security updates.

In addition, website owners need to learn and develop skills to cope with the ever-changing SEO techniques.

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Author
Michael Transon

Michael Transon is the CEO of Victorious. He's a big fan of ASU football, his cat Tux, and dinner parties. He lives at Ocean Beach in the Outer Sunset Neighborhood.

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