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  • Writer's pictureMark A Preston

Evolution of SEO: From Trial and Error to Expertise and Authenticity

Updated: Jan 10

As an SEO veteran and the author of a book on the business side of SEO, I’ve witnessed first-hand the seismic shifts in our industry. My recent conversation with Jeremy Rivera offered an insightful look into the transformation of SEO tactics from the early days of trial and error to the current emphasis on expertise and authenticity.


evolution of SEO

The Early Days of SEO: A World of Experimentation


In the early days, SEO was akin to the Wild West, filled with experimentation and a lack of clear guidelines. Jeremy recounted his experiences of working with realtors, serving as their SEO guide. Each week brought new tactics to test – from tweaking H1 tags to creating specific service pages. This era was characterized by:


  • Incremental Changes: Small, often experimental changes were the norm, gauging their impact over time.

  • Varied Strategies: Tactics ranged from keyword stuffing (white text on white backgrounds) to more nuanced approaches like location-specific content.


The Rise of Authenticity and Expertise


Fast forward to today, and the landscape has dramatically changed. Google’s algorithms have become more sophisticated, rewarding:


  • Authentic, Quality Content: Content that resonates with human experiences and provides real value.

  • Expertise and Authority: Recognizing genuine expertise, even in the absence of traditional academic citations.

  • Strategic Connections: Building relationships and networking within the SEO community for insights and collaboration.


My Personal Approach: Embracing Change and Building Connections


In my career, I’ve always emphasised understanding the business impact of SEO. The shift from just aiming for the number one spot to creating meaningful, expert-driven content aligns perfectly with this philosophy. I believe in:


  • Valuing Unique Voices: Encouraging content that speaks with authenticity and expertise.

  • Leveraging Industry Connections: Utilising my network for diverse insights and collaborative problem-solving.



The Future of SEO: Where Do We Go From Here?


As we look ahead, it’s clear that the principles of authenticity, expertise, and strategic networking will continue to drive successful SEO strategies. For businesses and professionals looking to stay ahead in this evolving landscape, I offer tailored SEO training and guidance.


The journey of SEO has been one of constant evolution, and understanding these shifts is key to staying ahead. If you're ready to adapt and thrive in this ever-changing landscape, reach out to me for expert guidance and training. Let's navigate the future of SEO together.

About the author

Mark A Preston

Mark A Preston: SEO trainer & speaker with over 2 decades (since 2001) experience in the SEO industry. Host of 'The Unscripted SEO Interview Podcast'. Author of 'The Business Side of SEO' and 'The SEO Freelancer Survival Handbook', SEO Business Books.

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