In the past, SEO was considered a key element in helping a website reach its visibility within search engines. SEO is still a very important part of any SEO campaign; however, SEO's main focus has now shifted from reaching a high-ranking position organically to creating content that will make it rank well for popular keywords and phrases.
This change can be attributed directly to Google Panda, which made significant changes to SEO works. As SEO becomes more competitive each month, organic rankings become more complex and harder to achieve. In order for SEOs' efforts not to go wasted, they now have had no choice but to provide better quality content that their target audience might want or desire.
In addition, with the influence of social media, people are now looking for different things when browsing online. Therefore, SEOs now have to take the time and understand their target audience to give them what they want and expect, including having a more conversational tone with the published articles.
This change has come as a surprise. However, SEOs need to adapt or risk losing out on potential visitors. Luckily SEO has always had its foot in other marketing areas, so SEO's efforts can be transferred elsewhere if needs be.
Search engine optimization is still vital for any website. However, it is no longer just about ranking high within search engines but creating content that will engage your audiences' interest. Added benefits of this would include increased traffic levels, which could result in conversions being made from the new visitors. SEO will always play a major part in SEO campaigns; however, SEOs need to spend more time focusing on the needs of potential visitors and less time worrying about the rankings.