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At a glance, search engine optimization sounds pretty simple. You look at the checklist of features that a search engine uses to evaluate websites when ranking them, and make sure that your website matches that list. In short, you’re prettying your site up so that it will be chosen for a date over the other, plainer sites out there.

Or will it?

The Changing Nature of SEO

Our technology changes at an astonishing rate. For example, over the past few years mobile Internet has become a major force in Internet browsing. That means it’s become more and more important for websites to be mobile friendly. In fact, having a website that can be browsed from a phone has become so important that Google added it to its list of factors in determining page rank, according to Search Engine Watch. And where Google goes, the rest of the search engines follow.

This isn’t a one-time thing, either; SEO requirements are in a state of near-constant flux. Everything from the number of keywords that make a piece optimized, to the weight given to backlinks changes. While SEO requirements might not change in major ways (such as mobile technology now being added into the categories for how “good” your website is), there are always little changes being made. Keeping up with those changes requires a huge amount of time, effort, and expertise, and even missing a subtle shift can be the difference between your website being front and center on the first page of results, and down near the bottom of page three where no one’s going to see it.

For example, this page gives you a brief history of how Google’s algorithm has changed over the years. The most recent change is in how the quality of a page’s content has been assessed, and it went online in May 2015. In April 2015 Google added the mobile-friendly status to its algorithm. In December 2014 Google’s algorithm (dubbed Penguin) shifted to minor, frequent updates instead of infrequent, major updates. And so on, and so forth.

Traffic is the lifeblood of your site, and SEO is one method for increasing that traffic. However, it is constantly changing. If you need someone on your side to help keep your SEO up to date, then simply contact us today!