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Over the past decade, search engines have changed what criteria they use when ranking pages. Years ago, all a page needed was a large number of backlinks to achieve the highest rankings. Yes, the content of a site was part of it, but not to the degree that it is today. Search engines have become more sophisticated in their crawling techniques. The content has to be relevant and informative to catch Google’s eye. In addition, the page layout must have an architectural value. The bottom line is search engines have evolved, and SEO specialists must grow and evolve to keep up.
How Search Engines Rank
Every search engine has a “bot” that “crawls” through websites and evaluates the pages based on certain pre-set criteria. This process is continuously changing and keeps the SEO specialists on their toes in order to keep up.