In this short excerpt from his masterclass for our Diploma in Digital Marketing, Head of SEO at Mediahuis Ireland, Dan Smullen discusses the evolution of SEO and how it is now essential to understand the intent of what the user is searching for as much as what they actually typed.
SEO has got a lot harder than it used to be. When Dan first started in SEO, which is over about eight years ago, it was easier. You could manipulate the algorithm by essentially putting as many keywords as you wanted on the page. Whereas now, Google’s algorithm is centred around machine-based learning. You need to optimise for the intent of the searcher rather than simply optimising for what the user typed in.
Want to know more? Join Dan in his extended masterclass for our Diploma in Digital Marketing where he goes on to elaborate around the impact of digital marketing on the success of Mediahuis and how a clever use of SEO was employed to improve digital newspaper subscriptions.