My first steps into internet marketing were around 1999 before Google became the dominant search engine. Since that time SEO has been constantly about learning, testing and adapting.
SEO in around 2004 was a simple case of cramming as many of the keywords on the page as possible with the highest number being given the top spot.
Only 5 years ago an internet marketer could use automated tools such as SENuke, Magic Submitter, GSA and have a website ranked by way of thousands of backlinks.
It has only been in recent years that Google has made huge steps in their search algorithm that made all these techniques ineffective. Although even now with the right knowledge and site an automated tool can still work.
Using automated link building tools on your business website would not be advised and this is where care is required when choosing an search engine optimisation service because there are some digital marketing companies that still use these tools. One huge red flag would be price, if it is very cheap then not much time will be spent on the service and could mean there are automated programs being used.
We do not use any Black Hat tactics or automated tools although over years of internet marketing we have a good knowledge in this field which is useful when analysing sites that have had bad previous SEO campaigns.
Google's algorithm's - the major ones being Panda and Penguin, took care of the easy, fast rankings for anything other than easy keywords.
Moving foward into 2019 and beyond we havee to contend with the new Google medic update which is the biggest since Penguin and will be a crucial aspect for all digital marketing companies who want to achieve rankings for their clients.