SEO (search engine optimization) is still an important and effective strategy for improving website visibility and organic search rankings. The effectiveness of SEO can be influenced by various factors, including algorithm updates by search engines, changes in user behaviour, and advancements in technology. Search engines are constantly evolving to provide more accurate and relevant search results, which means SEO practices may need to adapt to these changes. A SEO specialist and consultant stays updated with the latest SEO techniques, best practices, and search engine guidelines to maintain and improve organic search visibility. Additionally, as digital marketing and online competition continue to grow, businesses are likely to invest in SEO to enhance their online presence, drive targeted traffic, and increase conversions. SEO encompasses various elements such as keyword research, on-page optimisation, technical SEO, link building, and content creation, which all contribute to improving a website's visibility and organic rankings. Specific digital strategies and techniques employed in SEO may evolve over time, and it's up to the SEP expert to stay informed about industry trends and updates to ensure client success. Consulting with SEO professionals is the best way to keep up with your website's digital marketing success.