Given the series of specific changes to the Google algorithms, many skeptics wonder if search engine optimization (SEO) will continue as an efficient marketing strategy. It doesn’t matter what type of product or service a merchant offers online, attracting visitors is a must. It’s safe to say that SEO delivers potential customers at a much higher rate than print media alone. Besides providing potential customers for online business owners, there is a direct response to search marketing campaigns that are built around effective strategies such as link building, backlinks and keywords. SEO marketing has to be effectively used in order to increase search engine rankings.

SEO will continue to help attract new audiences for websites. These audiences count as unique page views. Unique page views and SEO have long been regarded as a responsive marketing; it’s a required strategy for increasing page rankings. Each time, Google changes it algorithms, marketers are forced to scramble in order to produce the desired results for their clients. When a client has a product or service to sell, they count on different people finding their website. Each algorithm might be slightly different from the last release, but one thing doesn’t change, SEO continues to improve the response curve.

The response curve in marketing simply refers to using a search engine to find products and services; the algorithm doesn’t affect this, because consumers will always been online searching for something. Consumers want to try and buy products and services, the Internet has to respond to this demand and match this interest with a corresponding website, and this is the master secret of the search engine formula. This goes for all the major search engines, not just Google, but also Bing and Yahoo, because they all have an operational formula for calculating rankings.

Coming in the next few years, it’s expected that the number of Internet users will continue to increase. Most Internet users frequent their social media pages daily, and while surfing a large percentage of these people are actively searching online looking for special buying incentives from online retailers, such as closeout bargains, regular sales and exclusive coupon codes, codes that they can’t used at brick and mortar stores. These people all have one thing in common; at some point during the day they will perform a search.

Clients want and need to have their website appear in one of the top positions on the results page. This is where SEO comes into play. Search engine optimization works and it will continue to drive web traffic. SEO attracts new visitors and repeat customers, and while it is true that the Google algorithm has caused some changes to digital marketing strategies, the bottom line is that no new form of marketing is going to replace it anytime soon. Certainly, search engine optimization has clearly undergone many changes since the early days. But, SEO will never completely disappear.

So, to silent the SEO critics, who argue about its longevity, rest assured that it will continue to boost positioning on the search engine results page (SERP).