SEO has always been a tricky business, not only do experts have to spend time on researching keywords and following the best practices, they have to be prepared for the changes which search engines inevitably put into place.
Last year saw search giant Google make two major algorithm updates — Panda and Penguin — that saw many a site plummet down the rankings, as they were penalized by the new rules.
This was because the changes were implemented in order to rank poor quality sites, such as content mills and link farms, down and give more weight to sites that produce quality content.
This is carried out by making changes to how Google’s spiders recognize a site, giving better rankings to sites with quality, well written content and social media engagement. For web professionals, this created something of a panic, as static sites that were not particularly well written and stuffed with keywords began to fail.