Search Engine Optimization (SEO) is an ever-changing phenomenon.

With Google fielding 100 billion search queries every month, it has constantly had to alter its algorithms to keep its results relevant to users. The rise of the social web user has meant link-building has taken on new meaning. And the advent of mobile search has led to further core changes in user behavior.

What hasn't changed is that SEO remains about 'site make-up', 'content' and 'link popularity'.

However in the 'content' and 'link popularity' department, significant changes are happening.

Where SEO consultants, like us at KAYWEB, once suggested you come up with content for users as well as content for search engines, they have now learned that these two need to be one and the same.

Basically, the best way to build links to your website, thus increase its popularity with search engines, is by creating content that people themselves will share with their social and professional networks online.

Therefore if your 'people content' and your 'search engine content' are different, you will not achieve the success you once did.

Modern SEO means the two types of content are no longer mutually exclusive. Modern SEO means you must do your keyword research, then come up with content that uses these keywords, which people would want to share on Facebook, Twitter, Pinterest, etc. 

If you marry 'content search engines want' and 'content people want to share', you are on your way to SEO success.