The Ever-Changing World of Search Engines
Search engines are dynamic. For one, search engines are constantly refining the way that they select which pages should rank. Google in particular employs very complex algorithms that take into account everything from keyword usage to links and the quality of the site’s content – and these formulas are constantly being changed.
SEO tactics that worked well a few years or even months ago may no longer be as effective. Search engine analysis to identify these trends and change SEO strategies is necessary to ensure that pages continue to rank.