Over the last decades, there have been significant changes regarding the use of SEO and even though it started as a simple keyword matching tactic, nowadays, with the help of artificial intelligence (AI), it has reached intricate ranking systems. Nevertheless, there is one element that remained constant throughout time: the essence of the SEO strategy, also required, for example, in any reliable SEO company located in Houston. There is a growing supply and demand curve regarding search engines and companies, as the former is eager to give users the most suitable answers to search queries, while the latter want to be giving those answers to promising clients.