According to Kyle,  "Search engine optimization is a term that is commonly thrown around in marketing conversations. Many think SEO is a service online marketing firms can execute by waving a wand, typing in a couple of lines of HTML code and boom. Next thing you know you are #1 in every keyword phrase and your phone is ringing off the hook with new customers. ​Unfortunately, that is not true."

Google's ranking algorithm has become so advanced, it can evade almost every tactic that has been used to deceive its organic rankings. That is not to say search engine optimization is no longer relevant. In some ways, it is more important than ever.

But just like Google's algorithm, the way we look at SEO has changed. Using nothing but "White Hat" practices, Kyle works with clients on developing a long term search engine optimization strategy that helps increase your organic traffic through increased SERPs, while avoiding any potential land mines in the event of a major change in the way Google ranks in the future.

Many of the online marketing agencies claiming to specialize in SEO still use tactics that can potentially lead to Google punishing your site. While backlinks are still considered a major ranking factor, there is statistical data that suggest Google is moving away from more by the day. If you are working with an SEO provider who's strategy is primarily based on backlinks, you could be setting your site up for problems down the road. ​