When search marketing began in the mid-1990s, manual submission, the meta keywords tag, and keyword stuffing were all regular parts of the tactics necessary to rank well. In 2004, link bombing with anchor text, buying hordes of links from automated blog comment spam injectors, and the construction of inter-linking farms of websites could all be leveraged for traffic. In 2011, social media marketing and vertical search inclusion are mainstream methods for conducting search engine optimization. The search engines have refined their algorithms along with this evolution, so many of the tactics that worked in 2004 can hurt your SEO today.
The future is uncertain, but in the world of search, change is a constant. For this reason, search marketing will continue to be a priority for those who wish to remain competitive on the web.
Some have claimed that SEO is dead, or that SEO amounts to spam. As we see it, there’s no need for a defense other than simple logic: websites compete for attention and placement in the search engines, and those with the knowledge and experience to improve their website’s ranking will receive the benefits of increased traffic and visibility.