Search engine optimization has changed dramatically during the course of the past fifteen years.
Believe it or not, there was once a time when the sole measure of SEO success was where a site ranked on the popular search engines of the day. Websites were pleased that they ranked for a particular keyword in a particular position. Those days are gone however.
Keyword rankings are unstable, personalization makes reporting inconsistent at best, and it’s increasingly difficult to understand what actual strategies are paying dividends in the form of traffic – particularly as the influence of social increases in importance.
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