Search engine optimization evolves and changes all the time. Every year, certain methods are embraced by the SEO community as “must-have tactics,” while others get pushed to the brink of history thanks to Google’s algorithm updates.
In light of this, SEO is perceived by many as a never-ending battle between search engines and SEO professionals who continue to puzzle out updates to gain more traffic and increase SERP visibility for a short while.
But is that really the case? How exactly does SEO work?
In this article, I will provide my perspective on the SEO landscape today, list several fundamental principles that search engines adhere to, and share my understanding about the inner workings of SEO, and why combining multiple tactics through trial and error is the only way to successfully drive your campaign.