It seems that every time Google deploys a major change in their algorithm, a few authors/bloggers proclaim the death of SEO, and marketing websites/blogs are awash with titles like “SEO is Dead” and “Is SEO Dead?” In most cases they admit (later on in their piece) that it’s not really dead, but rather that “SEO as we knew it is dead.” In other words, their blog/article title was mainly hyperbole (no doubt meant to increase click throughs and serve as link bait).
SEO just keeps dying!
However, some authors/bloggers appear to really believe that this is the case. Never mind that it was supposedly dead in 2009 when Google began to place more emphasis on personalization. And before that, it was dead in 2007 when Universal Search became more prominent. This time it’s for real! And no doubt, SEO will continue to suffer more fatalities in the years to come.
So why did SEO die this time?
All that’s happened is this:
Google has gotten better at weeding out gimmicks meant to ‘trick’ their algorithm into giving a page/wesbite more relevance and/or authority than it actually deserves. For years Google has been giving SEO people mixed signals. On one hand we’ve been told time and again that useful and intuitive content is the way to improve rankings and we’ve been told to avoid gimmicks. On the other hand, we’ve had to watch competitors climb the SERPs by gaming the system through link networks and other schemes. Google is simply doing a better job of putting into practice what they’ve been preaching for years.
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