Google is focusing on user experience above all else. They’re no longer worried about finding a perfect mathematical formula for the “most relevant†site on the web—instead, they’re focused on giving users exactly what they’re looking for. So in order for SEO to survive and continue to be a relevant strategy for marketers, its intentions must evolve to match Google’s grand intentions. Instead of meeting Google beat-for-beat with algorithm changes and small strategy changes, search marketers have to look at the big picture.
SEO will one day become a simple matter of giving users the best web experience. Marketers won’t need to focus on keywords, or a number of posts per week, or a number of backlinks. Instead, SEO will be a blanket term that covers any efforts you make to give your customers a valuable, memorable, shareable experience. That’s what Google ultimately wants to see, and any gimmicks you use to boost your rank in the meantime are just asking for a penalty (sooner or later).
Keep this in mind as you continue to refine your SEO strategy and fear not—there will always be an opportunity to leverage the power of search engines. But instead of studying Google’s ranking factors, you’ll need to put more emphasis on studying your users’ experience.
Article source: http://www.forbes.com/sites/jaysondemers/2014/09/10/past-present-and-future-why-seo-might-transform-but-will-never-die/