Going beyond Google: How SEO has evolved and what its future means for you.

Posted by Anya Sleezer << back to blog

Last Updated on December 5, 2023

When you think of Search Engine Optimization — or SEO, for short — one company probably springs to mind: Google.

That’s no surprise. For some time SEO has revolved around the world’s most popular search engine, which was launched in 1998—but it wasn’t always this way. The first search engine, Archie (short for “archive”) was launched in 1990. While Archie was groundbreaking, it was soon overtaken by bigger brands.

Let’s go beyond Google to understand the evolution of the search engine over the past few decades, and see what its future has in store!

Evolution Of SEO

1990s: The Birth of SEO

1991 – The World Wide Web Arrives
The World Wide Web is introduced to the public, laying the foundation for the growth of SEO. Websites were primarily static, and search engines relied heavily on meta tags for indexing and ranking.
1994 – WebCrawler Was Launched
WebCrawler, one of the first search engines, was launched. During this time, SEO was a nascent field, and early practitioners mainly focused on “on-page” factors like meta tags and “keyword stuffing” to improve rankings.
1996 – Research on PageRank Algorithm
Google founders Larry Page and Sergey Brin started researching the PageRank algorithm, which would soon revolutionize search. The concept of quality backlinks and off-page optimization wasn’t yet prominent in SEO practices.

2000s: Google Dominates and Content Rules

2000 – PageRank Algorithm takes focus
Google became the leading search engine, changing the SEO landscape. Google’s PageRank algorithm emphasizes the importance of quality backlinks, leading to the birth of link building as an essential SEO practice.
2003 – Devaluation of Keyword Stuffing & Low-Quality Backlinks
The Florida update shakes the SEO world, leading to the devaluation of keyword stuffing and low-quality links. This update marked a significant shift towards relevant, quality content, with a focus on user intent.
2005 – The "nofollow" Attribute
Google introduced the "nofollow" attribute, enabling webmasters to control how search engines crawl their pages. This development helped shape the link-building landscape by encouraging the use of ethical and relevant backlinks.
2007 – Web 2.0 Results in the Rise of Social Media and User-Generated Content
Web 2.0 results in the rise of social media and user-generated content. SEO experts begin incorporating social signals into their strategies, recognizing the impact of social media presence on search rankings.

The 2010s: Mobile and User Experience Take Center Stage

2010 – Page Speed as a Ranking Factor
Google announces page speed as a ranking factor, prompting websites to optimize for faster loading times. User experience gains prominence as websites strive to provide faster, more responsive designs.

2011 – Google Panda
The Panda update targets low-quality content, impacting content farms and emphasizing the importance of high-quality, user-focused content. Websites had to focus on content that was not only relevant but also valuable to users.
2012 – Google Penguin
Penguin targets websites with spammy backlinks, further pushing SEO experts to adopt ethical link-building practices. Link quality, diversity, and relevance became critical factors in ranking.
2015 – Mobilegeddon and More
Google’s "Mobilegeddon" update prioritizes mobile-friendly websites, emphasizing the growing importance of mobile optimization. Google’s Mobile-friendly Test Tool analyzed and assessed websites. Google’s machine-learning algorithm, RankBrain, marks the shift from pure keyword optimization to context-driven content creation.
2017 – Voice Search
Voice search gained momentum with the rise of virtual assistants like Siri and Alexa. SEO professionals begin optimizing for voice search queries, which are often longer and more conversational than traditional text-based queries.
2018 – Mobile-First Index
With the introduction of the Mobile-First Index, Google began primarily using the mobile version of a site for ranking and indexing. It was a pivotal moment as mobile devices surpassed desktops for internet usage.
2019 – The BERT update
The BERT update improved Google’s understanding of natural language and context, forced SEO practitioners to focus on creating content that provided value and relevance to users.

SEO Trends During The Pandemic (2020-2022):

2020 – Small Businesses Turn to SEO
The pandemic shut-downs forced small, local business to invest in SEO in order to appear in search results and connect with customers online.
2020-2021 – Contactless Becomes Crucial
Small, local businesses better maintaned their Google My Business Page as BOPIS (buy online, pickup in-store) and other contactless options became crucial to their survival.
2020 – 2023 – Online Shopping Surge
The Global Connected Consumer Index reported a huge weekly increase in online shopping compared to the pre-pandemic era. With changing consumer preferences, more businesses ventured into e-commerce stores.

Launch Of ChatGPT & Google Bard (2023)

ChatGPT Integration Becomes Essential
SEO becomes intertwined with AI entities like ChatGPT in web-based applications. This fosters a natural and intuitive engagement process, making it easier for users to locate the information they seek.
Traditional Keyword-Based Searches Are Gradually Becoming Irrelevant
Almost 70% of requests made to the Google Assistant are expressed in a natural way, requiring SEO to become more conversational.
Keyword Clustering Becomes Critical
Keyword clustering — grouping related keywords to form a cohesive keyword strategy — becomes one of the most important SEO techniques.
User Experience Takes Center Stage
Companies take into account website speed, intuitive navigation, and content quality to ensure a seamless, user-centric experience.

2024 and Beyond

Will SEO still exist in the future? Sure, guidelines may shift, ranking factors may change, and AI trends may advance, but as long as people search for stuff online, SEO must always play a pivotal role in your marketing strategy.

Whatever the future of SEO looks like, we recommend the following best practices for 2024 and beyond:

Optimize for AI–driven search engines
Keep mobile first
Optimize for voice searches
Increase quality brand mentions
Give your brand legitimacy with consistent NAPs (Name, Address, Phone)
Protect yourself and your users with trust, privacy and security

The Bottom Line

SEO has changed dramatically over the years, and it will continue to evolve in the future. One thing is certain—we must always provide relevant, high-quality content and a great user experience.

Doing right by your customers is not a strategy or tactic; it’s just good business. Some things change (like our embarrassing AIM handle *shudder*), but over-delivering for people never will.

Level up your SEO and “say hello” to Levo!

Anya Sleezer

Anya Sleezer is the owner of Levo, a full–service marketing agency, focused on helping companies from all industries who are concerned with their marketing results, traffic, branding, advertising, or websites.

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