The best SEO strategies are customized to the needs of the individual or business looking to improve their Search Engine Results Page (SERP) rankings. For example, a business with little to no social media presence can create authentic accounts on multiple social media sites that publish good, interesting content, boosting the business’s online visibility, which in turn leads to better search rankings. A company might issue press releases or other content itself, while an individual might have to employ other techniques (e.g., interviews, social media efforts, creating their own website) to boost their search results.
Continuous effort must be put into any SEO strategy for it to be effective, thanks to the ever-changing nature of both search engine algorithms and the internet itself. The best and most effective SEO strategies are often long term, varied, and relentless. Therefore, beware of any consultant who promises quick jumps in SEO rankings. Such consultants often use unethical techniques that work only in the short term, and the type of SEO they employ is often punished by search engines, which only makes things worse for the client in the long run. The client sees their rankings eventually plummet, and they will have fewer options for improvement in the future because they are now on the search engines’ radar.