The face of Search Engine Optimization has dramatically changed since its start; it has had to re-shape to be able to work within the strict guidelines set out by the various search engines. Recently, it has been described as, dead in the water or dying a slow death, but these statements cannot be further than the truth.

Since its creation, SEO optimizers needed to tactfully carry out, and determine what the search engines were looking for exactly, in order to improve a websites performance and rank well. It can be agreed that tactics have changed since the beginning of SEO, so as the internet evolves and algorithms with it, the process of SEO has become like a road runner vs. coyote game. With optimizers trying to keep up with requirements and keep pace with the speed of changes constantly being rolled out. Reverse engineering is a major factor in order to gain your site favour and helping it to rank well within the search engine results.