The way we use search engine optimization has changed during the last couple of years and this has happened due to the updates by Google on their algorithm. Google has now clearly specified that if companies want to improve their site rankings they should become content driven and taking this cue into consideration most of the companies are placing emphasis on quality contents for their clients. Contents have become the key factor to inform search engines about the user intent and engagement. Some of the Changing Rules of SEO and the crucial things you should know is that Google after understanding the user intent have made it easier for searchers to find answer to all their queries. In order to provide fast answers they as part of the search algorithm released Google knowledge graph in which you can find the required results in the first page itself.
As far as keywords are concerned Google no longer provide keywords for webmasters and the companies has to prepare their own set of keywords based on their data which will yield more results. Since Google can change not anything about search at any point of time keywords is as important as a high focus on quality contents. Even if you create quality contents, it would not do you much good unless Google start trusting your site and this is where the importance link building comes into play.
In order to avoid spammed links to your site or your site being referenced to a spammed site Google has suggested linking your site with a Google plus page. Sharing your contents in a Google plus page has many SEO advantages because Google uses its Google plus page to discover new contents and index it very fast unlike contents in social media platforms. The new rules and guidelines set by Google have made even the major SEO players understand the Changing Rules of SEO and the crucial things you should know and they have started shifting and adjusting as per the changes because in the digital world it is very hard to predict what will happen next. In the coming years, it is essential that your site should be optimized for mobile users.