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Since the advent of search engines, the practice of search engine optimization has gained traction as an avenue to help websites develop better rankings for industry specific search phrases. Tried and true SEO tactics are experiencing a shift, as Google’s algorithms evolve and factors that were previously used to determine a website’s popularity and relevance have morphed. As with most industries that are closely tied to technology, search engine optimization is constantly evolving. In an effort to improve the search results, Google and other major search engines are instituting profound changes, which are significantly impacting traditional SEO practices.

Changes to the Algorithms

Google’s Panda and Penguin updates had a lasting impact on websites and transformed the way that marketers approach building higher rankings. In the past, building backlinks and inserting keywords into website content were staples of search engine optimization, but these updates penalized websites for certain links and knocked websites down for overusing keywords. With these new changes, optimization specialists now place a heavy emphasis on generating quality links instead of simply trying to increase quantity, and the content on a website is valued for its readability instead of simply the amount of times certain keywords are infused into the text.

More Emphasis on Social Sharing

Google and other search engines are cracking down on practices like invisible text, link spamming, advertorials, and other tricks that were used prior to these influential updates – Panda and Penguin. Google is finding ways to reward websites that feature unique, quality content that engages users and informs, intrigues, or entertains in some way. Since great content, interesting products, and top notch services can be easily shared with friends, family, and coworkers through social media, Google is placing more emphasis on a website’s “share-ability,” which is making social marketing more important to search rankings than ever before.

Quality Matters

In a nutshell, quality matters – not just to your audience but also to the search engines. Google and other search engines are inventing new ways to determine the quality of a website by evaluating the public response and penalizing quick tricks. While many of the factors that were used in the past by search engine optimization specialists to help businesses and websites climb in the rankings are still important today, it is essential to stay up to date with the evolution of SEO to make the most of these recent changes.

How to Capitalize on the Changing Landscape of the Search Engines

In light of these changes, it is best to adopt talented people that can create quality content and utilize industry best practices to help build the reputation, popularity, and relevance of your website in the eyes of your audience and the search engines.