Recently, a critical perspective on SEO professionals surfaced in a Verge article, igniting debates about the role and impact of these experts in the digital landscape. While personal experiences with the individuals mentioned remain unexplored, it is essential to delve into the broader context of how SEO experts have evolved and, more importantly, how they contribute to the sustainability and enhancement of the web ecosystem.
SEO is everywhere
The Verge rightfully observes that “SEO is now baked into everything.” This statement marks a paradigm shift from the traditional understanding of SEO as a mere tool for search engine ranking to a more comprehensive approach — search optimization. As SEO professionals, we have moved beyond optimizing content solely for search engines and transitioned into enhancing the overall web presence of businesses.
The evolution of SEO over the years is a testament to its adaptability and commitment to combating spam and improving the quality of online content. In the early days, SEO was synonymous with keyword stuffing and simplistic tactics to boost rankings on search engines like AltaVista and Yahoo. However, with the ascent of Google, the industry recognized the need for sophisticated algorithms to deliver better results and combat the proliferation of spam.
Understanding SEO algorithms
It’s crucial to acknowledge that search engine algorithms are not arbitrary creations but result from meticulous research, adherence to best practices, and a profound understanding of human behavior. SEO professionals or a marketing agency in Dallas play a pivotal role in this process, focusing on actions that benefit both the web ecosystem and search engines.
Content matters
One of the primary contributions of SEO experts is their emphasis on quality content. Regularly curating and updating content improves search engine rankings and ensures a clutter-free and high-quality web experience for users. Beyond range, SEO professionals work on maintaining error-free HTML code, implementing proper redirects and canonical tags, and following search engine guidelines, all of which contribute to a cleaner web codebase and improved search results.
Moreover, SEO professionals are crucial in educating clients about SEO’s impact on their digital assets. Transparent communication is essential, as clients often prioritize long-term brand building and effective marketing over short-term results.
Looking beyond the narrow scope of search engines, SEO professionals are now urged to adopt a broader perspective. The internet is a network of networks, and every user, content creator, and indexer plays a role in shaping the web. Instead of blaming search engines for subpar results, SEO experts can contribute to improving the web by understanding and harnessing the intent behind every SEO factor executed on a site.
In today’s SEO scene, genuine professionals are open to Google’s algorithms. They look beyond and consider how websites can adhere to web standards that may not only be currently integrated by search engine algorithms but also hold the potential for future incorporation.
Prioritizing web standards is critical to ensuring the long-term health of websites and preparing them to face algorithm updates without adverse effects. Rather than focusing solely on what Google wants, SEO professionals should understand the standard web design and development norms, contributing to a technically robust and better web.
Microformats, for instance, gained attention only when Google introduced the Knowledge Graph in 2012. SEOs should proactively implement such standards, empowering websites to withstand algorithm updates and contributing to enhancing the web ecosystem.
