In the course of our ongoing SEO research we recently came across this little tidbit from Google on their Search blog:
"Our search algorithms are complex math equations that rely on hundreds of variables, and last year alone, we made more than 3,200 changes to our search systems."
Letting that number sink in, Google is adjusting its search engine criteria at the rate of over 8 changes per day! Keeping up with this torrent of tweaks is a formidable task. This is a significant increase to the rate of change in Google's search algorithm.
Further complicating matters is the reality that some algorithmic changes are far more meaningful than others in terms of search ranking results. It requires careful analysis to prioritize the work done on each website to truly put the "optimize" in SEO.
Now more than ever, search engine optimization isn't easy. (And it's never been fast.) But when done properly, it can still deliver outsize results: More visitors, actively searching for your company's products or services, delivered to your website where you can tell your story and start the process of turning visitors into customers. Sweet.
Here's a link to Google's post for additional context.