Us SEO professionals can be compared to magicians, except instead of having people as our audience, we have search engines. And just like pulling white rabbits out of hats, we can trick search engines to rank on the first page of any search page. For instance, I have optimized this very article to appear number one for “insomnia cures”!
All jokes aside (this was actually called “Google Bombing” back in the day), we all know modern SEO is actually quite the opposite, and it’s been this way for a long time. Ever since the concept of basic information retrieval systems (e.g. Gerard Salton’s SMART informational retrieval system) has been invented – and the first web-based search engine “webcrawler” – search algorithms have been steadily improving. Instead of writing about current theory and practice, which is likely to be outdated by the time you read this, I’d like to talk about the past, present, and potential future of SEO.