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RDUIGBITRAIKLACOMMUNICATIONS
Darko Buldioski
@darko156
newmedia.mk
Search engine optimization,
is it still important?
There are no Acouple of weeks ago I was sur- process never changed, only we – the users,
more magic prised by a phone call with a change, thereby the factors that affect the
wands that will dialing code outside this re- ranking change, too.
take you to the gion. Afellow citizenwas on
first page of the phone, who obviously lives We have changed, we use different com-
Google with only and works in Switzerland for some time. munication services, for different pur-
few swings. SEO He has a local bricks and mortar business, poses, we use different devices with a lot
= Marketing as Americans would say, and he wants to more internet available. Our patience has
improve his work, that is, to become more changed, the movement of our eyes on the
visible during search, of course, in order to screen, and of course, the way we “touch”
sell more of his services. the device. Accordingly, the reasons why
we are continuously connected to the In-
And he is not the only one, in this past ternet have also changed. As never before,
period, to be honest, to my surprise, many Google is challenged to understand all this
people want to discuss search engine opti- through the digital traces that we leave,
mization. I donot blame them, they want and to present us the most relevant re-
to be shown first in the listed results from sults. Considering that it never manages
the search on Google, to get an increased to cover a serious part of the social media,
number of more relevant visitors to their the fact that now they have a huge impact
website, and of course, to sell more, but on our lives, only hinders Google’s opera-
somehow it seemed to me that they re- tion even more. Hence, the old parameters
membered todo this a bit late. After being such as key words, links from other sites
sensationally declared dead last year, opti- etc. for quite some time do not bring a
mization is back in the game, in a slightly real benefit in the positioning of the listed
different package. Actually it never died, results. Now each one of us has different
rather it goes through a process of con- results according to our previous interests
tinuous transformation, and being its us- (visited sites), according to our friends in
ers, we change our habits while Google is the social networks, and of course, accord-
trying to meet all our needs and provide ing to our location.
us with the most relevant results for the
words that we search. Search engine optimization has al-
ways been a long process, however if in
Some 7 or 8 years ago we were trying to the past it was a process of application
explain to the people that search engine of techniques that tried to outwit Google
optimization is nothing but end user op- from technical point of view, now it is a
timization. Google has been continuously matter of a different fight. The battle be-
trying to respond to all our needs as users, tween Google’s engineers on the one hand
of course, they do this through an algo- and the marketers on the other is a story
rithm that is run by many different factors, for itself, however it seems that with the
factors that continuously change. And this latest changes, most of the abbreviations
84 September 2015
