SEO is still vital for businesses today, but its long-term future looks doubtful
Traditional search behaviour is being eroded by mobile devices – leaving the SEO industry with a headache, writes Matt Owen, via The Guardian.
A decade ago, SEO was an entirely predictable and (relatively) accessible digital marketing channel. Websites were created, stuffed full of keywords, cloaked with supporting content and – hey presto! – excellent rankings ensued.
More recently, as page ranking became the focus of SEO efforts, the process of “gaming” the algorithm was still relatively straightforward, thanks to the link economy and the relative ease with which off-site authority could be manufactured by directory submissions, content placement, and grey-hat efforts to acquire links via sponsorships, ad banners and the like.