It’s still possible to improve your rankings with careful strategy. As businesses have become more invested in SEO, search ranking algorithms have grown smarter and more sophisticated. The result is that many techniques that used to be acceptable are now considered gray-hat or black-hat — and in some cases, can even earn you a traffic-throttling Google penalty.
It’s still possible to improve your rankings with careful strategy. Increasingly, it’s about leveraging content marketing to improve linkability. That can be done by targeted outreach, by encouraging social sharing or by using content itself to encourage linking. But it all helps drive up ranking.