Every year brings a new chance to tweak and refine SEO strategies to be more effective and targeted. About 53% of website traffic comes from organic search, so investing in SEO is still a good investment for brands.
However, SEO's fluidity is its greatest challenge. Google updates its algorithm 500-600 times yearly, with at least one daily update. And SEO specialists at SEO marketing company spend their entire lives trying to figure out rank criteria, but they're still stumped.