SEO has changed more than any other marketing channel over the last decade.
Through a succession of algorithmic evolutions, SEO has also remained the foundation of a successful digital strategy – 51% of online traffic arrives at websites via organic search, after all.
SEO has gone mainstream.
Still, we must take stock of the fact that SEO requires new skills and approaches to succeed in an increasingly competitive world.
With more than 5,000 devices integrated with Google Assistant and voice searchon the rise, the focal points of search have become decentralized.
The SERP as we knew it is long gone; search is dynamic, visual, and everywhere now.
This has a very significant impact on organizations, as SEO is a collaborative discipline that requires a synthesis of multiple specialisms to achieve optimal results.
At the heart of this lies the domain of technical SEO, which has remained the foundation upon which any successful strategy is built.
A Brief History of Technical SEO
All roads lead back to technical – it’s how you now use your skills that has changed.
SEO has always entailed driving high-quality traffic through organic search.
The means of achieving this goal have altered significantly since the early days of SEO, when technical skills were dominant.
Crawlability was then – as it is now – a foremost consideration when setting up an SEO strategy.
Content was secondary – a vehicle to include keywords and improve rankings. This evolved over time to encompass link building, based on Google’s key early innovation of using links to evaluate and rank content.
The goal of marketers remained constant: to attract organic search traffic that converted on their website.
As a result, we endured a cat and mouse game with some marketers doing whatever it took to gain high search rankings. […]
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