The tricky thing about search engine algorithms is that they just keep changing. This is great for us as internet users, because as they change they improve our experience of the world wide web, helping us to find ever more useful and engaging content.
But for brands, these changing algorithms present a challenge: brands are constantly trying to figure out how to get a leg up on the competition by manipulating their web content to "trick" search engines into ranking them more highly, and this has been a problem for making sure that the best brands and products get air time.
The rise of social media as a way for consumers to engage with brands has in many ways mitigated this issue, and now social is a major factor in SEO, meaning that if your content is getting a good reaction in the social marketplace, that will be reflected in your search ranking.
But it doesn't solve the whole problem. The structure, content, conversion and engagement on your website are all extremely important in determining whether search engines judge it "good" enough to rank highly.
So how do you achieve that?