The constantly changing nature of search engine optimization has led many frustrated webmasters to say that SEO is dead simply because it is not the same animal that it was just a half decade ago. As a matter of fact, the rate of changes in search engine optimization are also increasing, so anyone who was behind the eight ball now will definitely be out of the game in six months.

In order to stay in the game of search engine optimization, it is necessary for a webmaster to keep up with the ever accelerating pace of change in the industry. Power is being consolidated towards those with knowledge, and the knowledge of change is definitely the most important aspect of success in search engine optimization.

Below are just some examples of Google changes that made everyone take note and say SEO is dead.  The truth is search engine optimization is constantly evolving and as long as there are search engines, there will be businesses trying to reach the top ranks.

Google Caffeine

Google has changed the way that it indexes the web to respond to more instantaneous, real-time publishing. Google Caffeine is a new way of indexing the web that allows for real-time updates and instantaneous publishing methods to be immediately seen on the search engine. This means that webmasters who want to remain relevant must get involved with instantaneous social media and update more frequently than normal.

Learning how to syndicate content and use RSS feeds on a website is essential knowledge for webmasters who do not have the time or the manpower to update with consistently original content. Social media is also a great way to keep up with the real-time scope of search engine optimization. Engaging your audience so that they help to keep the content on your website dynamic is a great strategy, and one that old school webmasters have not fully taken into their scope just yet.

Google Penguin

Google Penguin has changed the scope of link building across the Internet. No longer is it feasible or advisable to simply spam links with similar anchor text across dead blogs and message boards and hope for a rise in search engine rankings. Not only will a webmaster now be wasting his time by taking these actions, but they will also subject themselves to penalties from Google.

The game of search engine optimization has switched to a much more personalized, quality effort when it comes to link building. Those high-quality links from webmasters with good blogs and message boards are essential now, and webmasters need to begin honing their personal communication skills so that they can get these links.

The rise of content marketing

The trend of search engine optimization is going away from parlor tricks and towards actual content that humans find engaging and informative. Webmasters who have noticed this trend are getting away from the black cat and the grey hat techniques early on, although a few of them may still work. In the long term, however, those webmasters who put a focus on creating assets out of their dynamic content will do much better in search engine optimization overall.

Businesses are now investing in employees whose sole job is to create dynamic content for the purposes of online marketing. Savvy webmasters are now redirecting their efforts away from attempting to game the system and towards creating content that will last. This is the new scope of search engine optimization, and webmasters should know that it is not dead – it simply changed for the better.