Complexity theory and search engine optimisation - By: Gen Federico

Complexity theory has emerged as a popular way of understanding a variety of different things in recent years. Across a variety of academic disciplines, complexity theory has been used to look at developments in the natural and social world. Despite its name, complexity theory is quite simple. The aim of this article is to explore whether complexity theory could be relevant to SEO.

Complexity theory suggests that it is possible to observe complex adaptive systems in action. These systems adjust to their environment, but they generally do so in an unpredictable way. Professor Robert Geyer has suggested that the European Union can be thought of as a complex adaptive system. This evolving set of political institutions does try to respond to things like climate change and the changing economic context.

When we look at the history of search engines and the emergence of the search engine optimisation sector, it is arguably the case that complex adaptive systems can be observed. For example, the SEO industry has had to adapt to the changing behaviour of the search engines. This is because the search engines have been unhappy with some efforts to manipulate the search engine results pages and have responded accordingly. The search engines wanted their users to find relevant material easily and did not want search to be disrupted by techniques like keyword stuffing. In turn, the reputable elements of the SEO sector have pursued strategies which are based on ethical behaviour. This ethical behaviour has included providing clients with links in a gradual and natural way. The future activities of the search engines and the SEO sector are unpredictable so the situation involves ‘unknowns.’ Hence complexity theory may be relevant to understanding non-linear developments in this area.

We at SEO Consult are experts in search engine optimisation and make every effort to monitor evolution in search engine behaviour.

About the Author

The Article is written by seoconsult.com.au providing SEO and Search Engine Optimisation Services. Visit http://www.seoconsult.com.au for more information on seoconsult.com.au Products & Services .

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