[IMAGE left medium] At times it may appear that leading search engines such as Google, Bing and Yahoo are at odds with SEO agencies and marketers. There have been many changes in recent years that have radically changed the structure of search engine optimization and link building to the extent that many websites have to be extensively revamped and search engine optimization companies need to rethink their strategies. Google's release of Penguin 2.0 is one such modification, but it is not likely to be the last. This means that search engine optimization is an ongoing process that requires dedication.
However, this might not necessarily be a bad thing for businesses or SEO marketers. Every time there is a change in the basic way that search engines function, it levels the playing field. Once the playing field is level, the best and most talented search engine optimization companies will push their clients to the top. This only emphasizes why it is so extremely important for a company to make sure that they have the best and brightest SEO marketing agency. Search engine changes can actually represent an extremely valuable opportunity for many companies, especially companies that may have started their SEO development late in the game.
Google, Bing and Yahoo will all be changing their search engine techniques to avoid search engine optimization in the future, but this does not mean that search engine optimization will go away. Instead, the techniques will become more advanced and require more finesse and only the best SEO companies will be able to survive. SEO of today is already far more advanced than it was five years ago, and things like content spinning have been dropped in favor of unique and informative documents. Companies may have to begin focusing on substantial items such as local customer reviews to increase their search rankings and relevancy. This means that SEO will probably become more vital and more complex as time goes on.
The major search engine companies are working towards making content as relevant as possible to the end user, which means that ultimately a search engine optimization company will have to create truly relevant content. Even keywords are becoming more difficult to use as content that is loaded with keywords has a tendency to get ignored by search engines rather than boosted as they did in the past. This mean that, among other things, many SEO companies are having to focus more on their keyword saturation than they used to. Anchor text will likely begin to mean less and less over time as Google moves away from anchor links and towards less easily manipulated forms of linking.
While in the past SEO companies focused on giving the appearance of valuable content, it appears that now SEO companies will have to focus on the actual production of valuable content. This means a lot more work from the SEO companies but it may also come at higher rewards. Valuable content will also win over more users and will translate more often to direct sales.