Saying “SEO is dead” is a common rabbit hole many people go down in so-called “digital revolution” discussions. A similar case was when lots of people said newspapers were dead, but they’re online now—so actually they’ve just changed format.
SEO won’t die unless search engines die. It is constantly evolving as the web evolves. The old SEO tactics are now outdated kind of like how the “iPod replaced the Discman”. The iPod of SEO now is about quality content and mobile-friendly design.
Good or valuable web content isn’t jam-packed with a handful of keywords merely for search engine crawlers (bots). Instead it is constantly updated to keep it fresh and provide added value for readers. For example, a blog post, news feed, or social media stream increases SEO because Google detects that the site is being updated frequently.
These RSS feeds will also increase the number of visitors because more content means an increased number of accurate metatags, keywords, and topics associated with a website. Keywords are now more commonly simple search phrases (two or three words) rather than individual words.
Social links are part of new SEO tactics, replacing random or unrelated link-building. They're based on social media interactions that are relevant or semantic (laden with meaning and connection) rather than links that may not have any relation to the source sharing it.
Including social share icons on web pages, a blog, or news stories can boost traffic to a website because they are a social referral and creates a credible backlink. Social media sites also act as search engines because users can enter search terms in the search box functions of Facebook, Twitter, and YouTube, for example. Google+, in particular, impacts a website’s place in Google’s page ranking because it can be used for sharing quality content and providing inbound links.
Google also recently rolled-out a new SEO requirement on mobile-friendly designs. Websites that are not mobile-friendly, or lack a responsive design, will essentially be marginalized in search rankings.
Responsive web designs ensure that a website is optimized for viewing on multiple devices, such as a desktop, laptop, tablet, or mobile phone. The responsive design adjusts to the screen size so that images and text are not cut off from view.
It’s important to keep up to date with SEO changes, and not only Google’s SEO algorithms, but those of other search engines, like Bing and Yahoo, as well, particularly if your website analytics show users are coming to your site from these other search engines.
Digital Project Manager and Content Strategist