Search engine optimization (SEO) is a constantly evolving skill. If you work in this field, you can no longer afford to rest on your laurels and stick with what you know. We used to think that paying for links from as many websites as possible and stuffing a page with keywords was the best way to succeed at SEO. Naturally, we are aware that in these days, this will quickly result in a site being penalized and even de-indexed!
Google is now an AI-driven business. Google wants to integrate its smart assistant with its search engine so that it can respond to natural-language questions like "who was in X movie?" or "how to cook X meal." Leaving aside the repercussions that this might have in the future, what it means for webmasters right now is that they need to get smarter about how they use keywords and what kind of content they create.
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