It’s a bit nostalgic that the “old guys” remember their beginnings in SEO. They discovered that Panda, Penguin and Pigeon were not just names of animals. They also learned to know and master the requirements required in the field …
First, there are website optimizations and content writing. Then there is the implementation of netlinking strategies then daily, tests and above all a permanent watch.
Above all, being a SEO is knowing a
slight arrhythmia with each update of the Pope’s algorithm of referencing
It all starts with
We are going to talk here essentially about Google aka 97% of searches done on the web.
Go back, more precisely in 1998, when Google was born following the work of two computer scientists, Sergey Brin and Larry Page. For the record, the name of the brand comes from the word googl (gogol in French), a mathematical term which is worth 10 power 100. Just that.
The ranking of results on the search engine was, at the start, 100% natural (a bit like reality TV stars). It was simple, it based its results only on the keyword / site correspondence. That’s when marketers of the time realized that by modifying some elements of their sites, they climbed in the ranking. These are the beginnings of search engine optimization and therefore the birth of SEO.
The SEOs of the 90s used techniques which consisted of repeating the keywords countless times to position themselves. Sometimes white writing on a background or black writing on a black background. The famous black hat that you’ve probably heard of and that still exists in other forms. These techniques worked … for a while, because the Google team discovered the deception that led them to work hard on their algorithm. On this subject, the new slogan of the colorful brand sets the tone: “don’t be evil”.
SEO: major developments in the algorithm
In 2003, a new element appeared in Google’s criteria: the quality level of the proposed site. This is when the first sites are penalized for the black-hat methods mentioned above. That same year, beyond the quality of the site itself, the giant evaluated the level of popularity of a site by listing the number of inbound links it has.
In 2007, Google began to fight against duplicate content, the famous “duplicate content”. In the same way, in 2010, it clearly indicates to us that it expects a high level of quality of content writing to properly reference a site. Finally, he looks at the download speed of a site. That day, Google Speed Insight became our best friend!
Since 2011, Google has analyzed visitor behavior on
your site. A year later, he heavily penalized artificial ties. In 2014,
he favors https and the following year, he decides to penalize the sites
low value content satellites.
More recently, Google has penalized sites with too much
spam (2017) as well as sites that do not have versions suitable for
mobile research (2015).
Today, we can say that SEO is an essential practice in the context of implementing an efficient communication strategy. An SEO consultant works on the main keywords of his clients’ sites in a qualitative lexical and semantic environment, and he does not forget the long tail thanks to blog articles.
You get quality links by doing exchanges, guest blogging or press relations. In short, netlinking is now working through editorial links and no longer through links in low-quality directories as it used to be …
To sum up, the important thing nowadays is undoubtedly to focus your entire strategy around the user experience.
And tomorrow ?
Well tomorrow, we will certainly be led to modify our drafting work with the democratization of connected speakers. If this type of product continues to grow, we will have to move from work on a keyword such as “marketing training” to that of a phrase like “(hey Google) where to find marketing training?” “. And most likely, we have to work both. We are already working on it. Promised.