Search engine optimization (SEO) has morphed over the years as people learned to exploit Google algorithms. Aware of this, Google rewrites its algorithm to prevent such tactics. In previous years, web builders used to pack websites with pages in a quantity over quality manner, using poorly written features, often duplicated, and stuffed to the brim with keywords. A form of black hat SEO, keyword stuffing is a method of hiding keywords on the website coding itself. As Google caught on, their algorithms changed and websites using these dubious methods witnessed their rankings fall.
In recent years, Google algorithms have been written to reward websites that take a quality over quantity approach. That means no duplicate content or keyword stuffing. Professionally-written content featuring naturally-incorporated keywords are deemed relevant and reputable by Google algorithms versus poorly written, unreliable content. Advertising agencies, like Red Room Advertising in Lafayette, LA, have to constantly reevaluate Google algorithms to better serve their SEO clients.
Another thing that has changed over the years is using location to improve rank and visibility for local businesses. For instance, adding the city and state at the end of a keyword phrase can help a business rank for local searches. If they're exclusive to the region, that's basically all they need to show a return on investment in sales or client engagement. An advertising firm working locally will only need to rank for online advertising in Lafayette, LA versus nationally or globally.
Online advertising agencies have infiltrated the market as more and more businesses realize not simply the benefits of online advertising but the necessity in today’s market.