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Still, we must take stock of the fact that SEO in 2018 requires new skills and approaches to succeed in an increasingly competitive world.
With more than 5,000 devices integrated with Google Assistant and voice search on 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.
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. As soon as Google caught up with keyword cloaking, black hat SEO practitioners moved on to link buying in an attempt to manipulate their rankings.
The Panda and Penguin algorithm updates put paid to a lot...