There is always much talk in online discourse about the death of search engine optimization or SEO. There are a few reasons why experts believe that SEO is on the way out. First, the may provider of searches, Google, is constantly updating its platform and metrics which require changes to SEO. Second, Google searches are become less and less valuable as a commodity as the internet grows and searches become too commonplace. Third, Google has usurped the SEO market by displacing websites as the origin of information. Despite these negatives outlooks for SEO, many believe the practice is here to stay. SEO is changing with the times, and it must adapt to a growing internet and competition from Google. At the bottom line, SEO in digital marketing must become more creative to target audiences and deliver high quality links that consumers are after.
- Google not only changes its algorithm often, it has taken to providing answers to queries directly without requiring clicks.
- SEO pushes businesses to constantly become more creative with their marketing campaigns
- SEO is changing to fit the needs of consumers, and companies such as KFC and Olay have successfully adjusted.
"However, Google has made several changes to its algorithm over the years, leading some to claim SEO – or search engine optimization – is going the way of the dinosaur."