This past spring, as the team at Legal Internet Solutions Incorporated (LISI) prepared to celebrate the agency’s 25th anniversary, conversations around the “office” (i.e., online – we are a remote workforce) often turned nostalgic, reflecting on the monumental shifts in digital marketing over the past quarter century.
One such discussion took place between Jason Lisi, the pioneering CEO and Founder of LISI, and Dan Martin, the agency’s Director of Marketing Technology and Operations. Their conversation, rich with insights and forward-thinking perspectives, highlighted the dramatic changes and surprising developments in search engine optimization (SEO) and pay-per-click (PPC) marketing during this time.
Dan Martin: Jason, it’s incredible to think about how much SEO and PPC marketing have evolved since you started in 1999. Back then, the internet was still in its infancy, and these concepts were just beginning to take shape. What stands out to you as the biggest changes in SEO over the years?
Jason Lisi: Dan, it’s been a fascinating journey. In the late ’90s and early 2000s, SEO was relatively straightforward but also quite crude by today’s standards. Keyword stuffing was rampant, and the focus was on achieving high rankings through tactics that we would now consider spammy. Websites were primarily optimized for search engines rather than users. Meta tags, keyword density, and basic link building were the main strategies.
The biggest change has been the shift toward user experience and quality content. Search engines, particularly Google, have evolved to prioritize user intent and relevance. Algorithms have become incredibly sophisticated, with major updates like Panda, Penguin, and Hummingbird reshaping the SEO landscape. Today, it’s about creating valuable, engaging content that answers users’ questions and provides a great experience. Technical SEO, mobile optimization, and site speed have also become crucial factors.
Dan: I agree. The emphasis on user experience is a game-changer. In the early days, it was more about gaming the system, but now it’s about genuinely helping users. What about PPC? How has that evolved?
Jason: PPC has seen dramatic changes as well. When Google AdWords launched in 2000, it was a revolutionary concept. Advertisers could bid on keywords and have their ads displayed in search results. Initially, the system was simple, with ads ranked purely based on the highest bid. Over time, it has become more complex and sophisticated.
Today, PPC involves a myriad of factors, including ad quality, relevance, and user engagement. The introduction of Quality Score led to our taking a new tack, emphasizing the importance of well-crafted ads and landing pages. Remarketing, audience targeting, and advanced analytics have transformed PPC into a highly strategic and data-driven practice. Automation and machine learning now play significant roles, optimizing bids and targeting to maximize ROI.
Dan: The advancements in targeting and automation are indeed remarkable. We can now reach highly specific audiences with tailored messages, something that would have been unimaginable in 1999. What, if anything, do you think has remained the same in SEO and PPC?
Jason: At their core, the fundamental principles of SEO and PPC have remained the same: visibility and relevance. The goal has always been to get in front of the right audience and drive traffic to your website. While the methods and strategies have evolved, the underlying objectives have not changed. Both SEO and PPC still aim to connect searchers with the most relevant and useful information.
Dan: That’s a great point. The basics of connecting with the right audience have stayed consistent, even as the tools and techniques have become more advanced. What are some of the biggest surprises you’ve seen in the evolution of SEO and PPC that no one could have predicted in 1999?
Jason: One of the biggest surprises has been the rise of voice search and the impact of mobile devices. In 1999, we couldn’t have imagined people using their phones to conduct searches by speaking into them. Voice search has added a new dimension to SEO, with a focus on natural language and conversational queries.
Another surprise is the level of integration and the role of artificial intelligence. AI-driven algorithms now analyze vast amounts of data to deliver personalized search results and ads. The use of machine learning in PPC to optimize bids and targeting is something we couldn’t have foreseen.
Dan: The integration of AI has indeed been transformative. It’s fascinating to see how it enhances our ability to deliver relevant and timely content to users. Looking ahead, what do you see as the next big trends in SEO and PPC?
Jason: I think we’ll continue to see advancements in AI and machine learning, further refining how we target and engage users. Voice search will become even more significant, and optimizing for it will be crucial. Visual search is another area to watch, as technologies like Google Lens become more popular.
In PPC, the trend toward automation will accelerate. We’ll see more sophisticated tools for managing campaigns and more emphasis on data-driven decision-making. Privacy concerns and regulations will also shape the future, impacting how we track and target users.
And finally, it remains to be seen – but worth watching – the effect of the recent U.S. District Court ruling that Google acted illegally to maintain a monopoly in online search. Google serves, according to some data, 90 percent or more of online searches. Would our tactics change if the other search engines had a larger market share due to punitive measures placed on Google’s dominance? It would certainly cause us in the online search world to accommodate the others’ algorithms. But there’s a lot of time between now and that point.
Dan: It’s an exciting time to be in digital marketing. As we celebrate 25 years, I’m proud of how far we’ve come and eager to see where we go next. Thank you for sharing your insights, Jason.
Jason: Thank you, Dan. It’s been a remarkable journey, and I look forward to the future innovations we’ll bring to our clients.
