The Changing Landscape of SEO

The Changing Landscape of

SEO

The world of SEO has changed a lot in the last decade, and it is continuing to evolve even today. Search engines are fighting a never-ending battle against spammers and "black hat" online marketers who want to manipulate ranking algorithms in order to catapult their web pages to the top of the search results.

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Google, the biggest search engine in the Western World, has made some huge changes to the way that its algorithms work, in a bid to stay ahead of those less than ethical marketers. Those changes have greatly affected the landscape of SEO, and are just a taste of things to come.



One of the biggest changes that Google has made is that it has put the emphasis back on quality content. The mantra "content is king" has been touted for a long time, but the simplicity of Google's algorithms during the early years of the Internet meant that this wasn't strictly true.



Google views content as more than just a collection of keywords that is linked to by a network or websites. It can use a technology called Latent Semantic Indexing to understand the context that keywords are presented in, and use that to tell how good content is.



Yandex, a popular Russian search engine, is experimenting with ignoring links, and using other metrics to rank content in certain (primarily product-centric) niches. Google has expressed an interest in doing something similar, assuming that it can guarantee that it can maintain the quality of its index.



Google has already taken measures to de-emphasize Page Rank, so it is likely that it will find a way to take the focus off links even more soon. If it manages this then it will most likely change the way we think about SEO forever.



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The Changing Landscape of SEO