The internet marketing market is gaining momentum every year. Growth is proceeding at a record pace – according to the most conservative estimates of experts, more than 20% per year. Competition is increasing along with the market. One of the most demanded internet marketing services is website promotion (SEO). There is a high-tech struggle for each potential client, which requires the constant implementation of complex solutions and non-standard approaches. What happens at the forefront of SEO, and how does a site get to the top of search engines?
Everyone remembers the link exchanges, where you could buy links to your site, suitable for certain queries and topics. The turnover of such exchanges was calculated in tens of millions of dollars a year, and clients – in hundreds of thousands. The SEO services market, which was based on operations with links, was actively developing until 2012.
This situation was not beneficial to search engines. First, the quality of the search suffered because the search results included not only those resources that most closely matched the user’s request. Secondly, the budgets allocated by site owners for such SEO optimization could go, for example, to buy contextual advertising from search engines.
Over time, new ranking algorithms have been developed. In the improved algorithms, the most important factors are the usefulness of the resource for the user, the uniqueness of the content, the user’s behaviour on the site: the bounce rate, time spent on the site, the number of pages viewed, and so on. Further to these fundamental factors was added more usability and design.
Soon, ranking algorithms will become even more complex, new criteria for evaluating sites will appear, which means that today SEO companies must develop new tools that will help their clients not only get to the top of search results but also steadily hold their positions.
The future belongs to sites that are friendly with mobile users
Search engines pay special attention to adaptation for mobile devices. If the design of an Internet resource is not adapted, it is automatically lowered in the search results, which means that only the most persistent buyers will find such a site.
5-7 years ago, a single optimizer could handle SEO promotion. Today the situation has changed radically.
In modern realities, the promotion process requires high intellectual and professional costs. High-quality search engine optimization is not just buying links; it is a complex high-tech process that consists of many stages.
And if in large companies a whole team is working on the site, and a separate specialist is responsible for each stage of promotion, then in the case of cooperation with a freelancer you get one employee who physically cannot cover the entire scope of work to promote the site.
In addition to the low level of the service provided, the customer receives regular delays due to the high workload of the freelancer, who, without calculating his strength, took on several projects at once.
Another significant problem is the lack of guarantees from such “optimizers”. The timing of promotion is rarely stipulated; the result, the contract is not concluded; at best, there is only a verbal agreement.