When it comes down to it, marketing a business successfully online has changed over the years. If you go more than five years back, sketchy SEO techniques were used to get to the top and stay there. Google has worked incredibly hard to change this. These low quality techniques don’t do anything for the user and the user is who Google is trying to impress.
Ultimately though, these are the same people we are trying to impress. Google will constantly update their algorithms so trying to find the perfect formula to rank well is simply not going to happen. Search engine optimization isn’t so much about impressing robots anymore. Websites that serve their purpose and provide users with a quality experience will thrive going forward.
This being said, your website and search engine optimization are not the only ways to be found online. Most businesses that are trying to reach out and market their brand don’t just put themselves out there on a single medium. They distribute advertisements throughout different media outlets. This has long been how traditional advertising has been done.