Search engine optimization (SEO) and pay per click (PPC) have rapidly developed over the past decade. Many wonder what is in store for the future. SEO has become increasingly important over time and its fate will be intertwined with the dynamics of search algorithms. As search engines do more to educate both clients and their web developers about best practices, the industry could possibly shrink. As SEO is simplified, there is the chance that it will require less strategy yet it will never be completely eliminated.