If the saying “adapt or die”
with SEO wasn’t already ingrained in my skull, it surely was after hearing
Duane Forrester, the Sr. Product Manager of Bing’s Webmaster Tools, talk about the complexities that derive from Bing’s algorithm and how they determine relevance. While SEO’s typically have their trophy keywords, it doesn’t necessarily mean that the searcher intent of those keywords has anything to do with what your business is about, and this is one of the many things that search engines are trying to figure out. After hearing Duane speak, it’s very clear that SEO goes well beyond keyword research, surface level relevancy and links. But while those aspects of SEO are still a major factor for many searches, it’s smart to start broadening your SEO strategy if you want to be successful in your competitive space.