With the growing competition between advance techniques for high ranking of websites on the search engines, Search Engine Optimization (SEO) is getting popular day-by-day. It is the most effective technique to increase your brand awareness which ultimately helps to increase the potential customers for your products and services. So, everyone wants to achieve higher search engine ranking in major search engines such as Google, Yahoo & MSN. 

Before, SEO used to be simple and you could use your targeted keywords in your title, content and Meta element to make it more popular. Now, some changes have been made in search engine algorithms to increase the relevancy and performance of a website. The search engines, especially Google, seem to be on a daily diet of change and their algorithm seems to be growing at the rate of their index.

According to that, your website ranking in major search engines varies from time to time. Many changes have occurred in SEO than before. Now, search engines not only focus on your target keyword phrase but also make a lot more sense to keep your site within context and have related words to your keywords, compared to having density of one keyword phrase. Unrelated links seem to no longer carry much weight. You can get higher search engine ranking if your entire site is about related topics and the page is laser focused on the topic.

Previously, link popularity was considered as the major factor to show the importance of one website. Due to which websites preferred to use different unethical techniques to get incoming links. Now, search engines are not only looking for high number of inbound links but also quality and relevancy of the links. Sites that relied heavily on swapped links were hammered. As for purchased links, Google is applying different methods to detect these and discount them entirely, or punish those who do it excessively. 

From the above discussion it is clear that whatever happens in Google’s future, there is one certainty: only the most intelligent and innovative of SEO companies are going to stay above the bar and continue to find ways to get their clients and themselves to the top. The on-going trend is quality over quantity.