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At its heart SEO (Search Engine Optimization) developed as an extension to web accessibility by following HTML 4 guidelines, in order to better identify the purpose and content of a document.

This meant ensuring that web pages had unique page titles that properly reflected their content, as well as keyword headings to be better highlight the content of individual pages, and that other tags were treated the same accordingly.

This was necessary, not least because web developers were often only focused on whether their coding worked, rather than the user experience, let alone following web publishing guidelines.

This slowly changed as it became increasingly known that search engines used these “on-page” signals to provide their “Search Engine Results Pages” (SERPs) – and that there was an advantage to ranking higher on these to tap into free and natural organic traffic.

The internet has evolved a lot since those early days, and major search engines such as Google now process far more “off page” information when determining their search results, not least by using semantic processing, collating user data, and applying neural networks for the machine learning of patterns, trends, and personal preferences.

Even still, the core ideals of SEO remain the same as …read more

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