Author: Halina

There’s a version of SEO that most teams are still running: quarterly strategy sessions, monthly content calendars, annual audits. Set the direction, execute the plan, evaluate results at the end of the quarter. Clean, manageable, predictable. And increasingly, dangerously inadequate. Google’s algorithm is not quarterly. It’s not even daily. Search ranking systems are now continuously updated — machine learning models retrain on fresh behavioral data, quality raters influence evaluation criteria, and broader algorithmic adjustments roll out on timelines that aren’t announced or predictable. The gap between “what Google rewarded six months ago” and “what Google rewards today” is wider than…