Over the years, SEO has remained a popular choice for digital marketers for improving the online performance of businesses. But at the same time, SEOs have had their fair share of critics. They fail to understand that SEO is not the digital “lightning in a bottle”; it is not an online tool that will deliver the desired results within your targeted time frame. The power of SEO can be found in its ability to adapt and evolve and therefore, be manipulated to meet the changing demands of the market.