Content optimisation: 4 recent novelties

Search engine optimisation (SEO) is not as simple and straightforward as some would have us believe for their own interest, especially after the exponential growth of e-commerce in recent years. The opportunities from online earnings have led to the increase of websites being followed by a reaction of search engines, which have developed increasingly complex algorithms to favour quality content and to stop invasive spam.

There are four changes that have made it more difficult to rank well on search engines we will analyse them in this article. 

• The change in Google Analytics that no longer allows tracking the searches of users logged in with a Google account, which instead returns to the latter a frustrating heading ''Not provided'': in this way most of the keywords used to reach your site are invisible in the eyes of webmasters, meaning the loss of a heavy optimisation tool.
• The new look of Google search results, and recently the elimination of any background colour in the sponsored ads, uniforming them to the real results of the searches. The only way in which the user can distinguish Adwords sponsored results is by the orange icon with the word "Ad". It is a choice clearly aimed at increasing the links on sponsored results.
• Google's search system is more oriented towards revenues than ever, but the effect is often contrary and too much spending to get visibility ends up generating fiercer competition and making the overall picture of search results more difficult to understand, to the point that many brands and companies consult multiple sources. 
• Not all SEO providers are the same: it may seem trivial, but it is something that shouldn't be underestimated. Everyone proposes solutions, but not all the so-called SEO experts really know the mechanisms and an unsuitable SEO provider could damage you with black hat or fierce spam.

In conclusion there are no winning strategies, but a good professional must know grasp the clues provided by search engines.