Search Engine Optimisation (SEO) has always been a moving target. What worked yesterday might be obsolete today, and what’s trending now could be irrelevant tomorrow. This post—originally written in 2016—offers a snapshot of how SEO was understood and practised in Glasgow context nearly a decade ago.
Back then, the digital marketing in Glasgow was simple where keywords ruled the game, backlinks were gold, and mobile optimisation was often an afterthought. While some principles still hold up (like the importance of user experience and clear site structure), many of the ideas here have been overtaken by more sophisticated strategies.
We’re sharing this piece not as a guide for current best practices, but as a time capsule—a reminder of how far the field has evolved. If you’re a business owner in Glasgow looking to improve your online visibility, understanding the roots of SEO can help you appreciate how far it’s come—and where it’s headed.
The 2016 Perspective on SEO
In 2016, SEO was largely about:
- Keyword precision: Using exact-match phrases to align with search queries.
- Meta tags and descriptions: These were considered crucial for ranking.
- Bounce rate obsession: A high bounce rate was seen as a red flag, even if it didn’t tell the full story.
- Basic user experience: Navigation mattered, but deeper engagement metrics weren’t yet central.
- Search tricks: Users were taught to use quotation marks and Boolean operators to refine results.
It was a time when SEO felt more like a checklist than a strategy. The focus was on pleasing algorithms rather than truly serving users.
Why This Matters for Glasgow Businesses
Glasgow’s digital scene has exploded in recent years—from Finnieston startups to West End boutiques, more local businesses are competing online than ever before. But many still rely on outdated SEO tactics that no longer deliver results.
A recent Glasgow Times report found that 68% of businesses using SEO in the UK — including many in Glasgow — aren’t happy with their results, and a big reason is that they’re still using approaches that worked years ago but no longer deliver. The article highlighted issues such as:
- Keyword stuffing – overloading pages with the same phrases in an attempt to rank, which now triggers Google penalties.
- Ignoring mobile optimisation – some Glasgow business sites still aren’t mobile‑friendly, despite Google’s mobile‑first indexing.
- Slow, poorly structured websites – bad navigation and long load times, which damage both rankings and user experience.
- Not tracking SEO performance – failing to use free tools like Google Search Console or Analytics, so they can’t see what’s working.
- Over‑reliance on meta tags – treating them as the main ranking factor, when modern SEO is far more about content quality and intent.
These are exactly the kinds of “legacy” tactics that were common in 2016 but are now actively holding sites back.
Understanding how SEO used to work can help you:
- Avoid legacy mistakes like keyword stuffing or ignoring mobile users.
- Recognise the value of modern tools like structured data and AI-driven content.
- Build a strategy that reflects today’s search behaviour—especially for local queries like “best café in Glasgow” or “Glasgow plumber near me”.
SEO: Then vs. Now
| Aspect | SEO in 2016 | SEO Today (2025) |
| Search Algorithms | Relied heavily on keyword matching and backlinks. | Powered by AI models like RankBrain and BERT; focuses on intent and context. |
| Mobile Optimisation | Often overlooked or treated as optional. | Essential. Google uses mobile-first indexing as the default. |
| User Experience | Important, but not deeply integrated into ranking signals. | Core Web Vitals (load speed, interactivity, visual stability) are key ranking factors. |
| Content Strategy | Focused on keyword density and meta tags. | Emphasises helpful, original content that satisfies user intent. |
| Technical SEO | Basic site structure and crawlability mattered. | Includes schema markup, canonical tags, and advanced indexing strategies. |
| Voice Search | Rarely considered. | Increasingly important—content must be conversational and answer direct questions. |
| AI & Automation | Minimal use in SEO tools and strategy. | AI-driven tools assist with content creation, optimisation, and performance tracking. |
Backlink Strategies for UK Businesses
Backlinks remain one of the most powerful ranking signals—but quality matters far more than quantity. Here are some proven UK-specific strategies:
- Guest Posting on High-Authority UK Sites Publishing articles on platforms like The Guardian, TechRadar, or The Independent can significantly boost domain authority.
- Local Business Directories Listings on trusted UK directories such as Yell.com, Thomson Local, and Checkatrade help reinforce your local presence and improve search visibility.
- Digital PR & News Mentions Collaborate with journalists via platforms like JournoLink or ResponseSource to earn backlinks from major outlets like BBC News or Sky News.
- Broken Link Building Use tools like Screaming Frog or Check My Links to find broken links on UK sites and offer your content as a replacement.
- Industry-Relevant Outreach A backlink from a respected UK source in your niche—like a health blog for a Glasgow dental practice—is far more valuable than dozens of generic links.
- Influencer Collaborations Partnering with UK-based bloggers or micro-influencers can lead to natural backlinks through content mentions.
For a deeper dive, check out Digital Sprout’s guide to UK backlinks or Ranktracker’s UK link building strategies.
Final Thoughts
SEO is no longer just about climbing the search rankings—it’s about creating meaningful experiences for users. For Glasgow businesses, that means showing up in the right searches, at the right time, with content that truly resonates.
Looking back at 2016 reminds us how fast digital marketing evolves—and how important it is to stay curious, adaptable, and informed. Whether you’re a seasoned marketer or just starting out, understanding the history of SEO can help you build a smarter strategy today.
Many Glasgow businesses are still relying on outdated SEO tactics — from keyword stuffing to neglecting mobile optimisation — and it’s costing them visibility. If you think your site might be stuck in the past, we’ve put together a practical guide on the most common SEO pitfalls we see locally and how to fix them.
Read it here: Glasgow Businesses on SOS — and How We Can Help.
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