Google’s search team realized a lot of people were using shady SEO tactics and building tons of backlinks from huge websites, so it fought back. Google now ranks sites by category, and news outlets, among others, have lost a ton of SEO credibility and rankability. This means the worth, depth and differentiation of your content are more important than the sites that link to you. The best way to develop SEO content is by using Google’s keyword tool to find high-volume, low-competition keywords and draft content around them, or by using the skyscraper technique. However, SEO in addition to brand recognition raises your overall conversion rate in ads, so the two complement each other.

Source: Forbes September 21, 2020 10:52 UTC