Search engine optimization (SEO) and search engine marketing (SEM) are suites of techniques used to get better results from search engines in a way that leads to more business or attention. The principles of these practices sound fairly easy, but the actual implementation is ofter much harder than most imagine. There are a few factors that few newcomers consider before entering these fields.
With the popularity of social media, many have forgotten how important search engines are. While many have changed their homepages to Facebook, Google is still the most popular website on the Internet. The Internet is a wonderful social platform, but the information it provides is still its main use. Having a high placement on the search engines for a popular keyword or term can translate to huge profits; being placed on page two, on the other hand, can lead to meager returns.
With this in mind, it is little surprise that the competition for top placement on the search engines is so fierce. This competition ensures that those attempting SEO and SEM will have to compete against others with the same goal. Their work often cancels out, and the difference is made in small details that may be hard to determine. When it was a new field, SEO was fairly easy; today, competition has made it much harder.
* Algorithm changes
Another factor is that the search engine providers change their ranking algorithms constantly. When Internet marketers are able to accurately approximate the search engines algorithms, these can use this knowledge to rank many of their “money sites” highly. The result is often a poor set of results for those who use these search engines. Search engines compete with each other to deliver the best results for their users, and changing their algorithms to prevent users from driving poor sites to the top improves the results for users. Unfortunately, many honest website operators lose their rankings because of these changes.
* The Internet is always changing
Years ago, nobody imagined that social media would come to become an integral part of society. Much of the Internet’s social activity moved to the major social media platforms, and those who targeted decentralized platforms saw their revenue dry up. Additional, few prognosticators in the past believed that blogs would become some of the main news sources online; most believed that traditional news providers would entrench themselves as the top news sources. SEO and SEM require adapting to the ever-changing nature of the Internet, and hitting a moving target is always more difficult than targeting a known entity.
Fortunately, this difficulty also make it possible for SEO and SEM experts to gain an advantage on their competitors. If these fields could be distiled into a small number of activities, the most successful marketers would be those who worked the most, and the field would likely become unprofitable. The competitiveness and dynamism of the Internet allows Internet marketers to instead use creativity and inventiveness to improve their results instead of repetitive, boring work.