SEO is the tool of the future

The insane speed at which SEO has gone from a gimmick on the edge of acceptability to a legitimate and important part of internet marketing. Search engine optimisation remains relevant because it changes every day. We are constantly monitoring what trends are setting the tone in SEO, including whether "one-button internet advertising" systems will be created and what the personalisation of results will bring.

At first, everyone did search engine automation manually. Then - as an intermediate stage - began to multiply services in - house, helping to put on the flow of individual routine operations. Then came the era of automated services.

Human involvement is still mandatory in SEO. At the current stage of development of search engines work with the site as a marketing tool for sales is vital, without it is impossible. "Licking" landing pages, texts - this is, of course, the human factor. It is impossible to fully automate it, but there are solutions that simplify the optimisation: they help to write the right headings, to use certain words, words from spectral impurities for sites. Be that as it may, people will write texts, "lick" landing pages, increase the conversion rate of SEO and PPC traffic. The role of man has recently increased, and his participation - the key to success in search engine promotion.

However, SEO of the type "optimised texts, bought links" is a thing of the past. Now, to have a well-converted traffic from search engines, you need to do much more. One way or another, a SEO is turning from a techie into an internet marketer. The same techniques that used to work head-on in SEO now apply to certain groups of sites. We all know that it is useless to bring non-commercial queries to the top with links: there you need to look for links in a different way, to increase the static weight of the site. Whether one person should do it or a team depends on the specific tasks.

It is not for nothing that search engines try to log the user "in themselves" to show some results to him. Google has been experimenting with personalisation for a very long time: there are so-called "likes" for themselves - those pages that you visited, links to which you deliberately clicked, and they rise higher in the output, which is really convenient. The key word is "happens." Personalisation is a very complex matter that search engines will be dealing with for a long time to come. It is convenient, but not always: to some yes, to some no. The line is thin. The output will be uniform for the majority for a long time. Something search engines will personalise, but in relation to a small part of queries, and a small part of the output will change. Search engines are afraid of upsetting the balance.

Meanwhile, SEO in terms of getting traffic is cheaper than context. This is the future, and no amount of personalisation will mar it. If you have a good site, people will click on it and the same "likes" to put it in its own rendition, so that it will rise in their "personal SERP" at the next visit.

Speaking of the combination of tools, one cannot help but think about their heterogeneity. So, the main problem with targeted advertising is that it doesn't suit all businesses. Probably, it is currently more of a PR-tool or a sales tool. And the money here is different: if SEO - budget - is tens of thousands, contextual is measured all the same comparable values, then budgets in targeted advertising to make it work for sales, should be much more. Media is also half a sales tool. Of course, companies will develop towards a single tool, which will probably combine all of the above, but perhaps the future will be somewhat different.

There is a project, there are tasks on it, and there should be a system that will choose what is optimal for it now: SEO, context or, perhaps, on the contrary, first to conduct PR, develop activity in social networks, and then allocate a small budget for site promotion. And under the promotion can be understood as page optimisation, not the purchase of links. Such a system over time will be in demand in the market. Today there is probably not enough experience with all systems: in promotion, in context, in targeted advertising, in media. And there is a lack of tools that will evaluate the ROI32 of each type of advertising. As soon as everyone learns to operate them properly, such a tool will appear. Surely one of the major market players will have one. We will be the first to know about it. Or even more likely, we will make it ourselves.