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The Evolution Of Search Engine Optimization ExpertBy Expert Author: Gautam Punja
The contents of the website should be presented in such a way that the search engines should become convinced that the site is fully relevant to what the internet surfer is searching for. Because of these dual aspects of SEO, it becomes a combination of an art and a science, and SEO experts should ideally have thorough scientific knowledge of the subject, combined with an aesthetic mindset. In the early days of the internet, search engine optimization was comparatively simple. It consisted of designing an easily navigable website, selecting appropriate keyword combinations, creating web content that accommodates the keywords and describes the product accurately, creating a sitemap, and submitting the site to search engines. So far as all these jobs were properly done, there was a good chance of the site being picked up and displayed by the search engines since competition was limited in the internet world in those days.
As time passed, websites mushroomed across the online firmament, and competition became intense. As such, the challenges involved in optimizing a site also increased manifold. Though selection of the right keyword and creating good site content continued to be prime considerations in optimizing a site, they ceased to be the sole deciding criteria for making a site search engine friendly. Websites typically started having many pages, with each page designed for a clearly defined purpose. New features like link building, article writing, and blogging became part of SEO jobs. Since linking a site to other sites through inbound links, interlinking the different pages of a site, and developing ‘nofollow’ links that do not pass the link juice became important for site marketing, it became mandatory for a Search engine optimization expert to be thorough with the technicalities of link building. Geographical targeting and use of diverse media for spreading product information also gained importance and became the responsibility of search engine optimization experts.
The ability to write well was a desired skill for SEO experts from the very early stages of SEO because of the need to develop quality web content. However, with the increased importance of article writing and blogging in SEO, creative writing skills became a mandatory requirement for SEO service providers. They had to either have the ability to write good copies or had to hire freelancers to do the job. Even when freelancers were employed to write articles and post blogs and blog comments, SEO experts had to have the ability to guide them and monitor their work to ensure that what they produced was effective for attracting the reading public and search engines alike.
The internet world changed further with the advent of social media networks. Now those who are doing search engine optimization have to be thorough with the full spectrum functionalities of these social networks. They should be able to increase the visibility of a site by participating in discussion forums; maintaining Facebook pages by linking or uploading articles, images, and videos related to the product; tweeting product information or organizing Twitter contests; and by making use of all types of interactive networks based upon the medium’s suitability for showcasing the product.
In the end, the Darwinian principle of natural selection – survival of only the fittest in a highly competitive world –, considered the basis of evolution of life in the planet, is applicable to the evolution of SEO experts also. Only those who have the capability to adjust to the fast changes in the functionalities of the internet medium, preferences of the target market, and susceptibilities of search engines will be able to survive as a search engine optimization expert.
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