As long as Google has been generating results for user's search inquiries, businesses have been striving to reach the top of page one. After all, 75 percent of users never scroll past the first page of search results, according to HubSpot. Achieving the highly coveted top result can bring plenty of traffic to your site and potential leads to your business.
While algorithms often change, one thing is guaranteed: Search engines will always strive to connect users with the best possible answers to their questions. And the most effective SEO trends are those that improve the user experience.