By its very nature, SEO is a practice that will always be on the move. New technologies are introduced every year and the way in which people interact with search engines will be altering even faster. Google’s algorithms merely reflect the internet habits of society after all.


So what have been the landmark events in technology that has flicked the switch on search engine optimisation? There have been macro and mico examples throughout recent history, yet there is a handful that standout as major events. Since these took place, nothing has been the same for online marketers.

Google Capacity


There is no doubt that Google’s expansion of their operating model has shifted how the platform works for the end user. What started out as a means to search for links and data on words and phrases has blossomed to be an enterprise of truly global reach. With that growth has come a capacity to instigate and extrapolate search terms related to one and other, image and video inclusion, local listings, advertisements and more. Each category is fluctuating by the minute as Google’s system adapts to technology and the end user.



Video has proven itself to be the most powerful media outlet anywhere on the web. Next to static images and text that struggles to gain the same cut-through, video is the tool for the modern marketer. This has affected how SEO professionals go about their business because they have the ability to tie in their campaign to YouTube videos that are simple to integrate on websites, emails and social media accounts. From the URL to the headline, meta tags and descriptions, YouTube’s operating system makes it simple to transition the same principles across to the online video world.



Search engine traffic is no longer an exercise conducted purely from a big, hefty desktop at the office. It is on the train, on a bus, in a taxi, during dinner or walking down the street. Smartphones have changed the game for SEO professionals who must change their perception and execution of an optimisation endeavour.

Voice Search

Now that smartphones, tablets and virtual assistant machines have the ability for the user to conduct a search simply by making an audio request, the SEO practice has become more conversational as a result. Phrases that begin with “how did this start” or “where can I find” are commonplace to the point where web content has to cater to this new normal.