After falling down a hole and meeting a Mad Hatter, Alice in Wonderland never seems to know exactly who she is, what she is doing, or where to go. “How puzzling all these changes are! I’m never sure what I’m going to be, from one minute to another,” she says. Well you could be forgiven for thinking the same of SEO. Trying to divine reason from Google’s ever shifting landscape can turn the best of us into Alice after downing the shrinking potion. Has SEO shrunk or have we grown?

Well, talking caterpillars aside, the truth is actually both. The success of SEO long represented a problem for Google. Good (aka Black Hat) SEO created bad quality SERPS. So logic followed that SEO had to be stopped, at the same time as more and more people required SEO. The result? SEO’s finding ever more ingenious ways to get satisfy their clients, and Google penalising ever more websites. This unhappy situation led to everyone scrambling to get results Google’s way, but this being Wonderland, what was white hat yesterday, very quickly became grey.
So what can you expect from an SEO today? With the growing emphasis on marketing, the best SEO’s are overlapping the traditional SEO skills of analytics with that all important quality content Google requires. In other words, SEO has evolved. There are no more silver bullets, but a patient measured and targeted approach from SEO’s who understand this will get ROI for their clients based on strategies that create true value, for Google, the client, and the web as a whole.