top of page
  • Writer's pictureMark A Preston

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

Updated: Mar 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.

SEO evolution

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.


bottom of page