User expectations for websites have moved beyond just speed and availability. Each unique user’s experience starts before they even hit your page. They want a full and rich experience and search engine algorithms are a big factor in supporting their journey.
The complexity of search engines has increased well beyond simply looking for keywords to an intelligent system that finds and ranks the sites the user wants, even if individuals don’t know it themselves. Algorithm upgrades that can penalize excessive use of keywords, reward external citations and promote multimedia content have improved the accessibility of the right web content, for the right user immensely. The latest of these search algorithm improvements take more into consideration than just page content. Factors that depend on site infrastructure—such as website speed, especially when it comes to mobile sites—are now major elements.
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