To say Search Engine Optimisation (SEO) has changed a lot in recent years would be an understatement. SEO used to involve adding keywords to content, anchor text, basic meta followed up by a spammy link building campaign. And that was basically it. Job done!
Not any more. Now if you want to get the top spot in the organic results and to claim the new data features in search results, every single part of your website and online content should have your deepest SEO strategies running through them.
A proper, modern SEO campaign starts with keyword research, looking deep into current Google ranks and the best web pages behind the listings.
SEO is no longer a product that can be done to a website via titles tags, meta tags and meta descriptions. Sure, that all still exists, but modern SEO is an integral part of the entire website and of the content creation strategy in all areas. It could possibly be renamed to Search Engine Marketing. Modern SEO refers to much more than ever before.
SEO is also mobile-friendly. Mobile search accounts for such a high number of search queries so every page on your site must work fast and cater to mobile. Mobile-friendliness is officially a huge ranking factor.
You could talk about the recent changes in SEO forever. In short, SEO has become synonymous with digital marketing itself. If it isn’t a major part of your overall digital marketing strategy, it should be.