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The internet has changed a lot over the past 10 years, and SEO has seen equally significant changes. The development of technology, improvement of search algorithms and increasing requirements for content quality have led to a significant complication of the work of SEO specialists.
For those who don’t know, an SEO specialist is responsible for ensuring that the site, for example, with the request “buy windows in Moscow,” appears on the first page of search results. The more often a site gets to the top positions, the better the specialist does his job.
Previously, the work of an SEO specialist was closely related to keywords - the so-called “semantic core” of the site. However, in recent years this approach has changed. The criterion for the success of a specialist used to be that the site page occupied high positions for certain keywords.
The more such words hit the top, the better the SEO specialist’s work was considered. The ideal result would be to rank all words in the top 1. The main tasks of an SEO specialist have traditionally been considered:
Now we also need to improve the quality of the site as a whole, including work with behavioral factors, usability, analytics and conversion.
The first significant change is improving the quality of search results. Modern search engines place increasingly higher demands on pages, which increases the amount of work for SEO specialists.
Just 10 years ago, the job of an SEO specialist was quite simple. In most cases, it was enough to insert the necessary keywords into the text and metadata of the page and buy links on automatic exchanges. This would make it possible to bring the site to the top even in competitive topics. Today, this approach does not work (or works much less effectively).
Today, the workload of an SEO specialist has increased significantly, and his responsibilities are difficult to describe in one sentence.
Modern companies use checklists of 50 or more items for the initial technical audit of a website. The scope of work depends on budget and goals, and it is more like a full-fledged marketing campaign than standard technical tasks.
If previously an SEO specialist was primarily a technical specialist, now his responsibilities are close to those of an Internet marketer. Many tasks have begun to overlap, and a specialist is often on the border between SEO and Internet marketing. This is due to the fact that the requirements for an SEO specialist have grown to include a wider range of knowledge and skills.
The second problem is the reduction of places in search results occupied by services and search engine functionality. Search engines prefer to promote their own services, which reduces the number of organic positions for third-party sites. This complicates the task of the SEO optimizer.
In addition, in the field of e-commerce, additional problems arise, for example, the emergence of product aggregators, which also occupy places in search results and can compete with regular sites.
If SEO used to be the main way to attract traffic, now, especially in competitive niches, simple promotion through organic results is no longer always enough to achieve the desired amount of traffic. In order to successfully sell products, SEO must be complemented by other promotion methods.
However, despite the decline in organic traffic, SEO remains one of the most effective tools for businesses, especially due to its passive nature.
If you have questions on the topic of SEO or Internet marketing, you can contact the SEO studio "SEO COMPUTER" for any question by email info@seo.computer.
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