Things change all of the time” is what I hear people say about search engines. And it’s true! The algorithm is the foundation of the rankings, and it is updated more frequently than many people realize, as Google makes many daily changes to the algorithm. However, the competencies outlined in this book are central to digital marketing, and the core of these competencies has not changed in the past two decades.
The skills of SEO have been much the same as they were in the early 2000s, but the tactics have adapted to better website technology, content management systems, media types, and changing design factors.
The danger that some fall into is chasing the algorithm. By attempting to reverse‐engineer the search engine algorithm, some fall into tactics that are designed to take advantage of tricks or schemes that create artificial relevancy. This is done to fool the search engines into ranking your website higher. The danger is that many of these tactics—as soon as Google identifies them—are penalized. This can mean losing visibility in the rankings or, worse, being completely dropped from the results. Best practices avoid anything that creates a false relevance as an attempt to fool the search engines.
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