For many years someone with influence on the Internet has periodically made the bold prediction that search engine optimization either was–or would soon be–obsolete. Sometimes these statements were based upon changes in search engine ranking algorithms, and other times they were based upon nothing but disdain for SEO companies.
The often predicted demise of search engine optimization is still a long way off. For many years people speculated that Google and other search engines would eventually perfect their ranking algorithms to the point where they could accurately judge a web site based upon its quality and merits and not something artificial that was manipulated by site owners or SEO companies. While improvements in algorithms have made it more difficult to influence search engine search results through the use of simple tricks, as long as the results are being driven by computer algorithms, there will always be people who will analyze the results of ranking algorithm changes to determine how to best take advantage of any changes that are made.
Changes to a computer algorithm are similar to a mechanical device that periodically breaks down. When the algorithm changes, something appears broken when a site’s rankings fall precipitously. However, once the nature of the problem is identified through a web site evaluation, the problem can always be fixed. The problems only persist for site owners who are unwilling to fix the problem.
The mere fact that the ranking process is automated–and for the most part repeatable–drives the ability of SEO companies to analyze the changes and determine new ranking requirements. The driving force behind SEO companies and their willingness to invest the time and expenses involved in a thorough investigation of the changes is the desire of web site owners to draw more targeted traffic into their web sites. One force drives the other–and the desire for high rankings will always be there as long as the Internet continues to exist as it does today.
