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Traditionally,
SEO was all about gaining higher
rankings for the most important keyword
phrases. That was early in the game and
back then, some people believed that was
ALL you needed. After all if you show up
number one for the best keywords then
you must become a winner. But then as
search engine marketing evolved, people
learned that it was not enough just to
have top rankings for the right key
phrases, but we learned the importance
of being able to provide content that
compelled the visitor to take action. No
one benefits if they click on your
number 1 page and just leave again by
clicking the back button.
More and more search engines
began to reward Webmasters who created
in depth, high quality content that
served a useful purpose and actually
satisfied the reason why the searchers
initiated the search in the first place.
It still amazes me when I hear people
trying to decipher some kind of secret
coding when Matt Cutts talks. "Hmmm, I
wonder what Matt really means when he
talks about quality content," they
puzzle. He is simply telling you the
truth. Google can recognize the context
of a message through Artificial
Intelligence. Write content that is
written well for a human reader and you
will be rewarded with some relevancy.
Let's not forget the advent of
the Pay Per Click process which was a
pretty big trend when it was first
introduced at the time too. I remember
some people saying that they would never
do Pay Per Click, but it evolved into
what it has become today. A well
accepted form of paid advertising.
Your job as
an SEO professional is to keep up to
date in an ever changing environment and
keep yourself apprised of current and
future trends. You want to keep yourself
aware of what is coming next because
that way, you'll always be able to
assist your customers with up to date
skills and advantages regardless of the
changing search landscapes.
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