Darwin’s concept of evolution is not only limited to humans anymore –  as search engine algorithms change, modify and evolve, so do SEO techniques. Search Engine Optimization (SEO) has long since grown past the rankings game – the search engines are no longer the master – SEO today is all about quality content and the user experience.

Content is king: Old SEO techniques revolved around creating content that pandered to the search engines. Keyword stuffing was a commonly used technique, in which a web page was loaded with keywords in the meta-tags or in content of a web page, with the intent of increasing the chances of appearing in keyword searches. Search engines, however have become more clever now and websites that still apply this archaic technique might be penalized or banned on major search engines either temporarily or in some cases, permanently.

                             New SEO techniques require content that actually adds Value. You cannot just get away with using keywords – SEO is now a whole regime, which requires a combination of quality, value-added Content, a Social Media campaign to promote that content and Analytics to examine the success thereof – keywords come only after.

Let’s link it all up: In the Dark Ages, when search engines were still living in caves, you could get away with buying 10,000 spammy backlinks for $5 and fool the engine into lifting you up in its rankings. This is not so easy anymore, the moment a search engine detects low quality or spammy backlinks to your website, it would give you a yellow card faster than a football referee.

                      Backlinks today require an enormous amount of effort – write quality content, spread it out and earn backlinks to your website – that’s the only way to go about it. So whether you choose guest posting, article marketing, social networking, press releases, link exchanges, document sharing or blog commenting or a combination of these all, you need to give it some TLC and lots of hard work!

                     To sum it all up, SEO today, requires specialized skills and expertise. It cannot be seen as an isolated activity but is in fact a holistic process/strategy consisting of content creation, social media and digital marketing, analytics and keyword research. SERP ranking is now focused more on how people engage with a particular brand, product or service and ROI rather than on a singular keyword or page.

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Written by,

Zunaira Omar Saqib

Technology Marketing / SEO Manager