"To organize the world's information and make it universally accessible and useful." This is the goal with which Google was founded in 1998. The company's mission has not changed over the years, but the way it is doing so has.
Nowadays, if we are not on the Internet, we do not exist. Literally. That is why Search Engine Optimization (SEO) has become one of our best allies when it comes to positioning ourselves on the network of networks, but also one of the biggest headaches.
In 2007, 61% of households had Internet access, and 10% still relied on dial-up access to get online. A far cry from the Wi-Fi streaming era we are now immersed in,
In the early 2000s, people said they didn't have access to the Internet because they didn't need it. That's a ridiculous response today, when 89% of American adults connect to the Internet frequently (99% among young people aged 16 to 34).
During the early years of the Internet boom (after 2007) Google's algorithms were less sophisticated than today's, making it easier to influence and scale search results.
It was enough to build links and generate content with a focus on quantity argentina phone number over quality. A mechanism based on techniques such as the selection of the most relevant keywords or backlinks mainly.
It is paradoxical that, while Google was looking for increasingly intelligible ways to fulfill its mission, marketers were putting their efforts into developing practices that would help them climb positions in Google's search results rankings .
This fact motivated Google to develop an avalanche of updates to deal with these ranking practices . Best of all, the search giant tried to soften this move by naming these updates after animals such as Panda (2011) or Penguin (2012).
Fast forward to 2015, when Google was about to fulfill its mission with the launch of the RankBrain artificial intelligence system . It is no longer just data that is being worked on, but now it is adding to this the intentionality of the searches and the reactions to the answers.
Nowadays, the keys to good positioning on Google are to invest in genuine, useful content that is shared on social media. Keywords and backlinks are no longer enough. The time has come to know, understand and comprehend your clients and their problems and offer them a solution.