In the online marketing domain, what separates the winner from the loser is the capability of adopting the latest trends and techniques and still conforming to the best practices of SEO. The adaptation of savvy online marketing techniques always helps. Even if you own a decent SEO company, many companies are doubtful or simply unaware of what these SEO companies can do for them. The CEOs, the managing directors, and the management boards need to understand what SEO can do for them and how it can help them in achieving maximum return on investment, revenue, and profit.
Like we said, success in this industry depends on how good a company is at adopting the latest SEO practices. Many SEO companies are still practicing old-school SEO techniques like link exchange, triangular link building, and link circles. These practices are not only outdated but they have been banned by Google. If you are caught doing any of these, you will receive a manual penalty and your website might get removed from the Google search result pages altogether. If you evade that, then there are multiple Google updates like Google Panda and Google Penguin which are targeted towards curbing these practices and punishing the transgressors. Trust us when we say Google is smarter than you think it is and they can catch you, despite your cleverness. While these practices might boost the ranking and the traffic of the website in the short term, there is no long-term benefit of these practices and the risk is high.
This is why you should stay updated about what is happening in the SEO arena. It is a swiftly moving industry and many things change with one Google update or one press release from Google. What worked exceedingly well in the past might become a bad practice and you might need to revert back. For example, websites that built a lot of low-quality links are now penalized by Google Penguin update and websites that published copied or thin content are punished by Google Panda update although they ranked well before these updates. Thus, you need a more robust and Google approved, and prescribed approach towards SEO. We call it future-proof SEO. Frankly, Google never reverts back on what it says or punishes you for following it. If I were you, I would have suggested you stay within that limit always.