Although the field of search engine optimization (SEO) is a constantly changing one, experts like MediaPost’s Rob Garner say that SEO practitioners should take some time to brush up on the fundamentals.
Garner writes that "for all of the amazing changes that are going on right now in search marketing, there is a certain aspect of each new innovation that calls back to the basics of search engine marketing, and marketing itself," noting that much of what is written about search engine optimization (SEO) is not germane to actual SEO efforts.
The two central pillars of good SEO, according to Garner, are accurate research and strong original content. Having meaningful, precise information about potential customers and high quality content that meets their needs are central to the practice of SEO.
Garner’s advice comes as search engine optimization (SEO) professionals wrestle with many pending changes to their profession, including the consolidation of Google’s two main competitors into one entity as well as legal and regulatory challenges to that company in Europe and America.
