Over the last decade there have been multiple changes in SEO, many of them brought about by modifications in Google's algorithm, others simply due to the evolution of devices, the emergence of mobile SEO and the change in the use of connections.
SEO has shifted from quantitative and mechanical approaches to being more adapted to human needs thanks to Artificial Intelligence and Machine Learning.
At the time when SEO was largely quantitative, it performed many actions which are now penalised by search engines, such as link building strategies, link farms, keyword density calculations, etc. However, in the current process of qualitative SEO and thanks to algorithmic modifications, the effectiveness of SEO has soared, adapting to users and taking into account the use of mobile devices, voice searches, location, natural links...
One of the first changes that achieved this adaptation was the appearance of Panda in 2011 and later other systems such as Penguin, Hummingbird and Bert, which have served to penalize artificially generated SEO behaviours and to effectively enhance the use of real searches, allowing to contextualize the searches and prioritize natural links.
These, and many other measures, have contributed to what SEO is today, but there is still a long way to go. At Air Institute we help companies improve their positioning through the use of algorithms.