The online marketing terrain is constantly changing. Right now, there is a massive global shift towards a more secure and trusted internet. But what does that mean for SEO?

SEO has never been a stable concept. It is a process that is always in flux, forever reaching new heights as search engines become more intelligent and even intuitive, seeking out the most credible and sought after sites to give prime position in search engine results. The game of manipulating search engine results is now a serious one and it needs a serious approach.

It's time for SEO specialists to shine, but not just those who claim to know how to work the system. SEO is no longer dominated by black hat tactics as companies become more internet savvy to the potential costly pitfalls of short sighted deception in exchange for quick results. These seldom pay dividends. White hat techniques and broader strategies are where SEO is in the world today.

“Companies are no longer easily deceived by cut price offers that make exaggerated claims,” says Anoop Krishnan, Marketing Director of Indazo SEO Services in India. “We're helping businesses understand that their online presence is part of a broader marketing strategy that attracts new business, keeps existing customers and drives profitable relationships.”

SEO specialists, wherever they are located, need to be up to date on what is happening in the global online community. Currently, there is a crisis of confidence as customers lose trust in the internet. “We're definitely moving towards a more trusted and secure internet,” says Krishnan. “This is particularly important for anyone involved in SEO to understand.”

Major trends are towards a comprehensive SEO strategy that approaches boosting search engine results and driving traffic through a dovetailed approach between social media, website optimisation and content development. In an era where trust is paramount, SEO is increasingly about developing trustworthy, credible content that forges positive relationships over the long term.

“Profitable customer action today is earned,” says Krishnan. “There are no magic wands. It's about putting in the long hours and the hard work.” SEO specialists combine content marketing with site optimisation and social media interaction to attract and retain a specific audience that drives positive and profitable interaction with the brand.

Data scandals have rocked the industry and what information is gathered and used to target specific audiences is more regulated than ever before. But that doesn't mean cleaning up the internet isn't good for business. Top SEO specialists know it can be good for business, reducing the cost of redundant communication and increasing profitable interaction with positive customers.

“Content marketing is crucial in the SEO landscape today and it should be at the core of any SEO or internet marketing campaign,” says Krishnan. “To be successful, a brand needs to generate content that meets customers' needs both in the website and in the product.” Meeting needs drives sales, and content creation is about creating or increasing awareness of needs or perceived needs.

“A winning SEO strategy is a systematic approach to optimisation and to content creation and dissemination,” says Krishnan. “Content that inspires, educates or solves a problem for the audience keeps them coming back for more, develops trust and drives sales.” Great content offers value and earns interest. It's unique, interactive and easy to share, resulting in organic growth in both traffic and sales.

“At Indazo we use a comprehensive approach to online marketing,” says Krishnan. “Our SEO specialists sit down with each client and together they build an ethical and realistic SEO strategy that is systematic in its approach to building an online presence and driving profitable traffic to the website.”

That it is a package doesn't detract from the personal attention each client receives from SEO specialists at Indazo. “There is no one-size-fits-all approach to SEO,” says Krishnan. “Each business and each website is unique and requires a customised approach. We encourage small to medium to large businesses to investigate what an Indazo SEO specialist can do for them.”

Indazo's SEO India experts have been trained to understand and respond to the latest SEO trends to deliver increased traffic and profitable interaction with new and retained customers. Indazo's goal is to help companies achieve their aims online. For more information, please visit: www.indazo.com.