Search engine optimisation in 2017: A new world where old rules still matter

Abstract

The ability for website content to be found on search engines has always been a concern for anyone managing a website. Search has evolved, however, and improving ‘findability’ means more today than ever, in no small part due to the sophisticated technologies underpinning today’s search engines. This paper discusses the current state of search, provides an overview of still-important variables and techniques for search engine optimisation, and discusses newer, important considerations. Also discussed are priorities for relaunching an existing site (or launching a new one), and a look at current trends that illuminate where things are heading.