Search Engine Optimization is nothing new. It has been around almost as long as Search Engines have existed, gaining widespread prominence around 1997. But how does a 20+ year old term still have relevance in a digital landscape that drastically changes, sometimes even month to month?
Like every aspect of the internet, Search Engine Optimization has constantly evolved over the years, or it would have completely disappeared. Search Engines are designed to deliver the best user-experience and the most relevant links to someone’s search. The companies who develop Search Engines are constantly upgrading their product to deliver the best possible experience.
Being the largest mover in Search Engines, Google largely controls what happens in Search Engine Optimization.
Depending on the source, Google controls anywhere from 63%-90% of all search queries. In 2011, Google’s “Panda” algorithm reduced the ranking of what Google termed, “low quality sites.” Google’s 2012 “Penguin” update effectively ended deliberate “Black-hat” SEO manipulation techniques. In 2013, the “Hummingbird” upgrade emphasized natural language search. Then we saw an explosion of home assistants to whom we talk. It’s now anticipated that by late 2020, half of all search queries will be done solely by voice-search.
There are well over 1 billion websites on the internet, which means there is a plethora of content for Google and other search engines to choose from as the most prevalent in searches. The only way to separate your website from the pack is to update and upgrade it regularly.
How is it possible to keep up with all of Google’s upgrades and updates so your website stays high-ranking and relevant?
The Crouch Group has a dedicated staff person, who uses software to evaluate our clients’ Search Engine Optimization on a weekly basis.
With this software, we are able to assess when websites are performing well or when they slip in the rankings. The software assesses how the website performs on important keywords, how the website compares to chosen competitors, and how they do in local searches. If any of our clients’ websites begin slipping in the rankings, we make adjustments immediately. Because of the software and our staff’s expertise, we are able to be data-driven in our Search Engine Optimization and not merely take shots in the digital darkness.
Today, Search Engine Optimization requires regular updates to your website and regular evaluation of the site traffic. With our dedicated staff member and the software we use, we are able to do this efficiently and effectively. If you would like help with optimization and climbing the Search Engine rankings, contact The Crouch Group today (940) 383-1990!
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