Gartner Research

The Changing Game of Search Engine Optimization

Published: 08 November 2013

ID: G00255281

Analyst(s): Jake Sorofman

Summary

Search engine algorithms have caught up with marketers' efforts to manipulate organic rankings, rendering many of yesterday's tactics ineffective. This research explores what it now takes to win at the game of search engine optimization.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • High-profile algorithm updates shift the focus from on-page optimizations to audience engagement, forcing search engine marketers to embrace broader techniques
  • Content marketing techniques drive SEO success as search algorithms home in on original authorship and content engagement as top quality and relevance proxies
  • Algorithms reward sites with great user experiences because they attract and retain visitors, which means marketers must focus on site design and content that connects

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