To say SEO has “changed a lot” would be the understatement of the decade. We’ll often see multiple updates per year from Google – including last year’s (2016) major Penguin update in September, which made the rewarding of high-quality websites in search results a part of its core algorithm (this is why it’s important to use WordPress SEO experts). We also saw an increase in featured snippets on search engine results pages (SERPs), Google’s Accelerated Mobile Pages (AMP) project, the removal of AdWords on the right-hand side of SERPs for desktop searches, and the inclusion of a maximum of four ads on top of organic results.
Marketers and SEO agencies worldwide have halted their obsession with link building and keywords and re-prioritised a little bit. Now, successful inbound marketers have turned their attention to a long overdue focus on high-quality content.
But does that mean an SEO specialist’s job is just to pump out high-quality, keyword-optimised content? Far from it. In fact, SEO has changed so much in the past several years that many marketers aren’t sure what’s outdated, what’s important, what will actually move the needle, and what’s simply wasted effort.