The SEO or also known as Search Engine Optimization is what allows to generate visibility and position the websites in the first places of the search engines. Although the formula to conquer Google and any other search engine is well known. Actually, there is nothing written in stone because search engines are constantly updating the algorithm, with the sole purpose of providing a better user experience. For that reason, today we present the past and present of SEO. Know it if you want to be the first in Google!

In the 90's when the websites began to emerge, they realized that it was necessary to attract traffic and the way they could do it was through the search engines, that was when the need to optimize was born. But how did it begin to be implemented? Well, the keywords were those that determined the place of a website and then other techniques were integrated such as the following:

  • Authority
  • Relevance
  • Backlinks
  • H1
  • Optimized images
  • Responsive web design

After giving relevance to these factors, the user experience took relevance. Mainly for Google because in its algorithm it began to take into account that the pages delighted the users through a good design that allowed them to navigate quickly but also efficiently.

Based on these parameters, the brands, institutions and individuals with a website that had the desire to be in the first place, began to implement them. Some, of course, incorrectly, saturating their home pages with content that included the keywords with which they wanted to position themselves, others accepted links from "bad" sites or that did not have a good ranking.

The constant updates of Google Panda, Penguin and Hummingbird have totally changed the SEO, impacting a large number of websites that were not aligned with the parameters and updates.

Google Algorithm Updates

Panda (2011)

This was one of the first updates of Google, the main feature is that it does not like duplicate content and neither the filling of keywords. Websites are penalized when done.

Penguin (2012)

This update considered that friendship and reputation is earned, not bought. That is, it goes against the purchase of links and also of spammers and fakers .

Pirate (2012)

It also goes against the duplicate. Especially gives penalties in the ranking if content is shared or published without the respective copyright or if they are infringed.

Hummingbird (2012)

This update of the Google algorithm is intuitive, understands and searches the content and context about the keywords. "Think about writing for the users more than for the spiders "

Pigeon (2014)

Focused on the local! Take into account the location to show the results, therefore, the websites began to integrate relevant information and location, in this way the update of the Google algorithm could position the site better.

Mobile Friendly (2015)

This Google update makes penalties for websites that do NOT have a responsive web design . That is, websites that are NOT optimized to be visible on mobile devices such as tablets or smartphones .

Rankbrain (2016)

It is the first investment in artificial intelligence that Google made with its algorithm, it can determine which site has good content and which does not, through the measurement of bounce rate on the website and visits.

Possum (2016)

It is another update to the algorithm that takes into account the location of a business. Show results in that function. The closest business is the one that gets the first place in the ranking.

Fred (2017)

It is the latest update of Google to its algorithm, it is about improving the user experience, avoiding or penalizing those sites that are trying to sell something, have too many links or advertisements (ads) sponsored.

In 2018 there is still much to implement and the present of search engine optimization augurs a future with very drastic changes that must be taken into account, if you want to survive on the web.

A bit of the future ...

Although responsive web design and user experience continue to be important factors for positioning. The most famous search engine, Google, wants to make a transition that implies leaving behind the algorithm and giving prominence to deep learning, this with the sole objective of providing accurate and personalized results.