SEO stands for Search Engine Optimization. It's a technical and sementical process that improve your ranking in Google.
SEO in 2000 was about the mass creation of links to your site and that was it. It was intended to artificially increase your website popularity in order to hit page 1 on google. Yet today, a lot of people still belive that SEO still works this way. Between 2000 and 2017, rules and methods have drastically changed.
Google has hundreds of algorithms running in parralel to determine the best results they can show when a visitor type a query in their search engine. Thousands of employees are working daily to make sure these results are the perfect match for the users. SEO Experts have determined that hundreds of factors are taken into consideration to create the results page.
Yet, I can pinpoint on big problem:
There is no shortcuts in building and ranking a website in Google today, people have spent too much time trying to reverse-engineer the Google algorithm to find a flaw while the solution have always been clear and the most important part of the strategy always had the same name:
If you need expertise in any of the mentionned fields, feel free to contact me so we can discuss it.