Eight years ago, I wrapped up my college internship at seoplus+ by writing a blog post titled My Experience in Digital Marketing. In that post, I confidently claimed, “In my six weeks, I’ve learned more about digital marketing than in my entire three-year program.” Looking back now, I can’t help but smile at how little I actually understood about the vast world of SEO. Since then, both my career and the SEO industry itself have undergone incredible transformations. What felt like a solid foundation back then turned out to be just the beginning of a journey filled with constant change, new challenges, and valuable lessons.
When I first started at seoplus+, the company was much smaller—fewer than 10 people crammed into a couple of rooms in the U-Haul building near Pinecrest Road in Ottawa. Super glamorous, right? Our current Lansdowne office boasts free snacks, coffee, and modern amenities. But back in those U-Haul days? It was strictly BYOS (Bring Your Own Snacks)—though to be fair, there wasn’t an official policy, just no snacks! I often wonder what new employees would think if they teleported back to those humble beginnings without any context.
Reflecting on those days, it’s clear that SEO and startups share one undeniable trait: they are both defined by constant evolution. From small beginnings to something greater, the journey is marked by change, adaptability, and growth.
The landscape when I started
Back in 2016, SEO was a completely different game. If I had to sum it up in just two words, they’d be “Keywords Everywhere.” Exact match keywords were still being overly used, and the result was often hilariously overoptimized, spammy pages that would make any modern SEO cringe. But at the time, it worked, so we all played along.
Link building in the past? Let’s just say it wasn’t about building relationships or earning links organically. It was the era of link farms and directory submissions. Getting listed on as many low-quality directories as possible was considered “strategy.” It’s really no surprise that Google started cracking down on these tactics with algorithm updates like Penguin.
It wasn’t just the algorithms and strategies that were different back then—our internal approach to SEO at seoplus+ was also a far cry from what it is today. Tools like Agency Analytics were already part of our arsenal for tracking and monitoring keywords, but our workflow was much more reactive. When rankings dropped, we’d make quick, on-the-fly tweaks to try to turn things around. And to be fair, it often worked—clients saw results, and rankings improved.
The problem? There was little transparency about what was being done and why. One of the toughest challenges in SEO is helping clients understand the work that goes into it, especially when results aren’t guaranteed. Back then, the lack of a clear process made it harder for clients to see the value behind the improvements.
Over time, we refined our approach. We shifted to more structured processes, creating detailed action plans mapped out in advance. We also made education a core part of our client relationships, ensuring they understood the reasoning behind every recommendation. This evolution didn’t just make our work more effective; it built stronger trust with our clients and a deeper understanding of the value of SEO.
Looking back, those early days were both challenging and exciting. The rules may have been simpler, and the competition less sophisticated, but the fast-paced nature of the industry made every ranking win feel like a huge accomplishment. Even with the reactive strategies and trial-and-error methods, those experiences laid the foundation for how we approach SEO today—with a focus on clarity, strategy, and meaningful results. It was a different world, but those lessons shaped the journey that brought us to where we are now.
Major shifts over the years
As the years went on, SEO didn’t just evolve—it practically reinvented itself. The game changed in big ways, and with every new shift, we had to adapt fast to stay ahead. Let’s dive into some of the major shifts that shaped the SEO landscape.
Algorithm updates: 2016-2024
Google’s algorithm updates have been a constant driving force behind the changes in SEO, with each update shaping how we approach optimization. From 2016 to 2024, we’ve seen Google roll out a series of game-changing updates that have forced SEOs to adapt quickly. Let’s break down some of the most significant ones:
RankBrain: RankBrain introduced AI and machine learning to Google’s algorithm, focusing on understanding user intent rather than just matching keywords. This marked the beginning of a shift from keyword-heavy SEO to content focused on answering user questions and context.
Mobile-First Indexing: With mobile search surpassing desktop, Google switched to mobile-first indexing, meaning the mobile version of a website became the primary factor for ranking, pushing businesses to optimize for mobile experiences.
BERT: BERT (Bidirectional Encoder Representations from Transformers) improved Google’s understanding of natural language and context. It emphasized the importance of creating content that aligned with user intent, rather than simply targeting keywords or phrases.
Core Web Vitals: Google introduced Core Web Vitals as a ranking factor, highlighting the importance of user experience. Factors like page load speed, interactivity, and visual stability became essential for ranking well.
Helpful Content Update: This update targeted low-quality, AI-generated content and focused on rewarding content that was genuinely helpful to users, reinforcing the value of creating high-quality, user-focused content.
Key lessons learned
As SEO has evolved, so have the lessons we’ve learned along the way. Here are a few that have stood the test of time:
At the heart of it all, SEO is about the user. If your website is structured in a way that makes sense and is easy to navigate, it will help ensure you are putting your best foot forward and likely improve rankings. Google rewards websites that prioritize a seamless user experience, so keeping the user in mind at every step is crucial.
Keyword research is about intent, not just words. It’s easy to get caught up in the numbers and search volume of keywords, but it’s essential to understand the intent behind them. When doing keyword research, always review the SERPs to ensure the search intent aligns with your website’s content. If there’s a disconnect, ranking for that keyword will be nearly impossible. It is important to understand what type of content is ranking. If everything in the SERPs are blog posts, then you’ll likely need to match that and create a strong, quality blog post to even be considered by Google.
While optimizing for keywords is still important, keyword stuffing is a thing of the past. Google has become much smarter at detecting over-optimization, and pages that stuff keywords won’t just be penalized—they’ll be ignored. Focus on creating valuable content that naturally includes relevant terms, rather than cramming in as many keywords as possible. We have found that FAQs are a great way to incorporate strong, keyword-focused content onto pages while ensuring you are answering common questions your users have.
With Google’s focus on user experience, site speed has become a top ranking factor. A slow website not only frustrates users but can also cause your rankings to drop. Whether it’s through image compression, reducing server response times, or implementing lazy loading, improving site speed is no longer optional—it’s essential for SEO success. Similarly, it is important to always audit your Core Web Vitals and ensure you are correcting any issues flagged.
These lessons have helped shape the way we approach SEO today—always evolving, always adapting, and always focused on what truly matters: delivering the best experience for users while staying ahead of Google’s ever-changing algorithm.
What has remained unchanged?
SEO is known for being a constantly evolving process, but it’s that very change and the investigative nature of the work that keeps me passionate about my job—and that’s something that will never change! Every website, industry, and SEO challenge is unique. While the strategies and tactics we implement are often similar, each site has its own set of issues, allowing SEOs to dive deep and become true problem solvers. Every day presents new challenges, and you’re always kept on your toes, finding the right combination of SEO elements to drive success for your client. Who wouldn’t love that?
While the way SEO items are researched and implemented may be different now, the tactics largely remain the same. For example, elements like title tags, meta descriptions, header tags, and keyword usage are still necessary to help search engines understand your content. While the specifics of keyword strategy have changed, the need to ensure content is well-optimized remains vital.
Backlinks have also maintained their significance. While Google has refined its algorithm to detect manipulative link-building practices, high-quality backlinks from authoritative and relevant sites are still one of the most important ranking factors. The focus may have shifted from quantity to quality, but building a strong backlink profile remains a key strategy.
Lastly, certain technical SEO fundamentals remain unchanged. Ensuring that search engines can crawl and index your site, optimizing for mobile, and using clean URLs are still essential to SEO success. While technical SEO has become more advanced, these foundational elements have always been necessary and continue to play a key role in rankings.
Advice for navigating SEO in the future
I remember a few years ago when a major algorithm update was rolling out. As I do every day, I started by reviewing our software to check which clients had seen improvements and which had experienced declines. It was striking to see that many clients were seeing significant drops. I was early in my career, and this was my first experience with such a situation. To say I felt overwhelmed and stressed would be an understatement. One of the biggest lessons I learned during this time was that Google often rolls out tweaks to its algorithm after the initial update. And sure enough, many sites that had dropped saw improvements after the tweaks were made. Others required adjustments to ensure they adhered to best practices, and as a result, we saw gains. The moral of the story? With hard work, research, and solid content, it’s possible to recover and improve from any drops you experience.
Over my 8 years of experience in SEO, one lesson has been abundantly clear: staying adaptable is key. SEO is always in flux, and there will inevitably be days when an algorithm update sends your rankings plummeting. But rather than fearing these changes, it’s essential to embrace them. The best way to navigate these shifts is to stick to SEO best practices and, most importantly, focus on your target audience. A website that’s well-structured and content that’s crafted with users in mind will stand the test of time—and more importantly, help you avoid the worst of any unexpected drops.
Looking ahead, a few strategies will help keep you on the right track. First, stay agile—embrace change as a natural part of the process rather than something to fear. Next, commit to continuous learning and upskilling. With new tools, tactics, and updates constantly emerging, staying informed is more crucial than ever. Finally, cultivate a collaborative mindset. Engaging with peers to share insights and strategies ensures everyone stays ahead of the curve, so you’re always prepared for what comes next.
Conclusion
In conclusion, my 8-year journey through the rollercoaster world of SEO has been nothing short of a thrill ride—complete with sudden drops, unexpected loops, and the occasional “why did I sign up for this?” moment. But through it all, the one thing I’ve learned is this: SEO is like a constantly changing puzzle that keeps you on your toes, and if you can laugh along the way, you’ll be just fine.
From keyword overload to crafting content that actually helps users (who knew?), it’s been a wild ride, and I wouldn’t change a thing. So, as we move forward, remember this: embrace the chaos, stay curious, and never be afraid to update your strategies—because in SEO, the only constant is change. Keep rolling with the punches, and who knows? You might just end up ranking #1.
