Is SEO Dead - A Myth?
For over 15 years, the myth “SEO is dead” has persisted. The other day I talked with a friend, he runs campaigns on contextual advertising and complained about zero return.
The entire product margin is consumed by the advertising budget. On my suggestion to optimize the site and receive shareware transitions from search engines, I heard again "SEO is dead." Amazing! The context did not die, because it is already unprofitable for him to turn off the budget, and SEO.
Who benefits from the myth?
And the most interesting thing is that SEOs often spread this myth. Those who are smarter with the intention that fewer people enter the optimization, the competition is lower, it is easier to get the TOP in search engines.
Those who have more modest abilities - they broadcast this conjecture because of their own failures and unwillingness to develop. After all, search engines keep optimizers in good shape, every year they introduce innovations in algorithms, and include more and more quantitative and qualitative variables in the ranking formula.
If you don't follow this, the site will lose positions and traffic.
The Evolution of a Dying SEO
How did the principles of search engine ranking evolve? Let's consider the main stages and why there were "all the scarecrows".
When search engines appeared, Internet users appreciated the usefulness of these web resources. At that moment, in order to get to the first pages of search engines on request, it was necessary to enter it into the keywords meta-tag.
All the SEO had to do was to collect the requests that the site was promoting and write them into the meta tags on the pages. When the number of sites with such optimization became critical, the search engines complicated the ranking algorithm.
Perhaps even then - for the first time you could hear about dying SEO. A new SEO has appeared, in which the number of actions to get the result has increased.
The algorithm gets smarter and more complex
Then the algorithm became more complicated, the entry of the request into the page text was taken into account. And sometimes it didn't matter what the text was about if there was a request in meta tags, and it was repeated several times in the content - the page was in the TOP-10.
That is, the articles were about nothing, a search query was inserted out of place in them, which was also repeated in the title and in the meta tags. And that was enough to get to the top positions.
A lot of software products began to appear, into which it was enough to throw some book and requests, the program created a website from this text, randomly scattering excerpts into sections. At the same time, prescribing keywords on each page in meta tags and in content.
And when the search engines introduced a semantic analysis of the text, which allowed the algorithm to understand what was at stake and closed this gap in their algorithms, the first exclamations appeared that “SEO died” from the creators of such software and those who used it.
After all, now it was necessary to work more seriously: write texts on the topic, create a competent structure of the website, etc.
Further, link ranking appeared - when a document reached the TOP-10 if other sites refer to it with a request in the link. The more links the better. Link exchanges appeared, on which backlinks were sold on an industrial scale.
The promotion began to be based on the link budget, the more money, the more links, and therefore the higher the likelihood of getting into the TOP-10. A whole industry has emerged in which websites were created in huge quantities to sell links from them through exchanges.
And when the search engines canceled the link influence - naturally, those who sold links and those who used them for promotion started talking again about the dying site optimization.
After all, now for a site to get into the TOP-10, high-quality and useful content is needed, which is written for people, and not for search robots. The number of exchange users began to decline rapidly.
Users vote for TOP
The next stage of development was the behavioral factor. In which users voted for finding the site on the first page of the issue.
If they go to the site and stay, then the site is useful and grows, if visitors return to the search results and click on other links, most likely the information was not exhaustive and the resource is lowered.
Another noise about dying optimization, a lot of negative comments on the Yandex blog
Mobile search and query intents are trending now. And I'm not surprised that the experts who are accustomed to working the old fashioned way are talking about “SEO is dead” again.
They believe that search engines should be tailored to them, not by search engines. At the same time, for such judgments, they only need the penny information that is available to them from their projects.
The optimizer died
As you can see from the stages of changes in the ranking formulas, this is not "SEO does not work", but most likely the optimizer does not want to work. And I think that to some extent the statement will be true when someone starts saying "SEO died" equate to the fact that "another SEO has died" who does not want to turn on his head and study new ranking factors.
Yes, the SERP has seriously changed over the past few years, a lot of services of the search engines themselves, banners, aggregators, etc. have been added to it. But at the same time, we do not notice a serious decrease in traffic on the sites of our clients.
We were engaged in the development of the studio's web resource and in six months we increased search traffic many times over. And in the TOP-10, it became difficult to find a low-quality web resource. In general, I see no signs of death.
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