There has been a continual rise in awareness of the term SEO by most businesses and it now not just the domain of the marketing/technology hybrid (so-often labelled a "geek") that it was several years ago. Now it is a defined market sector in the Internet industry and one that requires its own skill-set and experience, has its own terminology and mainly tries to keep to best-practice rules & guidelines. Overall the main purpose of the SEO industry is to ensure its clients get maximum and ethical benefit from their sites within the organic (main) results on web search engines (Google, Yahoo, Bing, etc.).
A year or so ago, stories of the SEO market place dying out emerged, partly fueled by the opinion that as all sites became standardised there would be no difference between them.
This viewpoint, in my opinion, is greatly exaggerated or incorrect.
- As new junior talent comes into the web development industry (and others leave) and as the search engines change the algorithms their very engines are based on - which affects the placement of the results - thus there is always lots to learn and improve upon.
- Not all web agencies are created equally - some still don't develop to standards or test, test and test again
- Different sites require different approaches. Some need instant recognition at the top of one or two specific keyword searches, others need a more general or volume-based approach.
- Search habits change, either as vocabulary and names come to prominence, or as users get more proficient and specialised in their search terms.
So what is your company doing about its constantly-evolving SEO requirements and how are you going to find the right SEO agency to help you with this in 2010?