Every organization’s SEO should be regularly updated and aligned to its goals and adopted at all levels in the entire company. Goals and SEO should be in consideration to the user’s needs and wants.

Though, SEOs have undergone several changes over the years, Google still lays its primary intention in providing the best and most valuable results to its users. To meet these requirements, many SEOs have changed their strategies and patterns so as to derive short term quick wins of traffic volumes and sales. However, these quick wins, usually obtained due to keyword stuffing and spamming link building, the main goal of Google is to meet its users’ needs, which has been lost as the traffic has started diversifying to other search engines.

To curb the above problems, Google has responded with an imposition of penalties and new SEOs such as Penguin and Hummingbird. This has reduced the faulty practices adopted by SEO marketers and provides the best user experience to its searchers.

SEOs are integrated to form a part of the overall marketing efforts whose success depends upon numerous factors such as brand popularity and authority ranking online and impact of live events. SEO teams today need to have the ability to influence strategies and policies that include web design, content marketing, social media, marketing technology, PR, branding, etc. Inclusion and coordination with all these are a necessity for the SEOs strategy to succeed today.


SEO professionals need to be not only technical but also a complete marketer that understands the importance of teamwork. They should be able to connect and interact with audiences in a valuable manner and build a rich, user experience. Thus, SEO experts with a vision tend to look for more long-term wins than short term quick wins.

SEOs should not only focus on keyword frequencies and placements but also on increasing the visitors’ clicks and decreasing bounce rates that will more significantly impact the marketing campaigns. The key factor is to always remember the user.

SEOs have changed over the yearshowever; the only processes that haven’t changed are those that offer tangible, valuable benefits to the user and delivery of multiple benefits, which are not just limited to benefits offered under SEOs. This may lead to new inbound links, better brand exposure, new audience engagement, etc.

Regular recommendations and improvements should be made by all the SEO team members to improve the user experiences in a beneficial manner. A website that creates a helpful and engaging environment for the users to complete the tasks with the right search result is a strategy that should be adopted by SEO experts to gain Google’s attention.

Thus, for SEO to succeed, it needs to look at future goals and perspectives than just quick wins. It should work with Google in an integrated manner for the users’ benefit than just with marketing and algorithms fads. The steps taken should be holistic in nature with a broad perspective for it to be an effective SEO.