SEO:

or search engine optimisation, has undergone a significant evolution since its beginnings in the 1990s. Understanding how SEO has changed over the years will help you adapt better to new trends and challenges. Below we present the key stages in the evolution of SEO:

1. The early years and meta tags (1990s) In the beginning, SEO focused mainly on meta tags, such as the meta title, meta description and meta keywords. Websites tended to overuse keywords in these tags in the hope of achieving better rankings in search results.

2. The introduction of the PageRank algorithm (2000) With the arrival of the PageRank algorithm developed by Google, the quality of backlinks became more important than their quantity. PageRank assessed the value of web pages on the basis of link quality, which forced SEO specialists to use more natural linking practices.

3. The era of content as queen (2000-2010) During this period, the value of a website’s content became a key element of SEO. Search engines began to reward websites offering valuable, original content, and not just websites with an excessive number of keywords.

4. Mobile SEO

(2010-2020) As the use of mobile devices grew, SEO also began to include mobile optimisation. Responsive websites became the standard, and Google introduced the mobile-first index, which assesses websites in terms of their performance on mobile devices.

5. Semantic search and user

intent (since 2013) Search engines, especially Google, have become more sophisticated in understanding user intent and the context of queries. The introduction of RankBrain and BERT meant that content had to be more understandable and tailored to user intent.

6. Local SEO

(since 2010) The development of local services such as Google My Business has made local SEO a key element for businesses. Users can now find services and products in their area more easily.

7. Visual and voice search (since 2010) With the development of voice assistants and image recognition, SEO has evolved towards optimisation for voice and visual searches.

8. E-A-T and trust (since 2018) Google began to place greater emphasis on EAT (expertise, authority and trustworthiness) as an important ranking criterion, especially in industries related to healthcare and the protection of life.

The evolution of SEO

is an ongoing process, and changes in search engine algorithms and growing competition make it necessary to adapt to new trends. SEO is optimisation not only for search engines but, above all, for users, delivering valuable content that meets their needs and intentions. It is worth keeping up to date with the latest SEO trends in order to compete effectively on the internet

SEO today: experience, quality and trust

The evolution of SEO leads in one direction: Google is getting better and better at rewarding websites that are created with people in mind, fast and convenient on a phone, and based on the real experience of their authors. Techniques that once worked – keyword stuffing, mass links, duplicated subpages – are now more likely to do harm. You can read more in the article on Black Hat SEO techniques.

We describe the current factors that affect rankings in the guide SEO ranking factors. You can see how we use them in practice on the website SEO page. Check whether your website is keeping up with the changes by ordering a free SEO audit.