Fundamental search engine optimization never changes. You only have three things to work with: content, links, and measurement. Content should come first. Links and measurement should come together. People who are impatient or who lack faith in the quality of their content will build links rather than wait for them. Literally, nothing has changed about basic SEO in more than 20 years. SEO practitioners differentiate their work on the basis of their strategies, methods, and resources. Over the past 2-3 years we have seen a gradual rift developing between three primary groups of search engine optimization “schools of thought”:

1.Large Corporate SEO has shifted toward big data tools and predictive analysis

2.Limited Budget SEO has shifted toward larger, more complicated content & third-party analysis

3.Dark SEO has retooled automated content & linking, adopting more third-party services

Nearly everyone has had to adapt to the growth of the mobile market, but the short-sightedness of many startups has created a gap in desktop coverage. Even though Google is promising to index mobile-friendly pages first they cannot abandon the desktop Web. And it may be years before the “two Webs” are reunited again by better user interfaces. The need for a “mobile Web” and a “mobile Web index” is only created by the fact that smart phones have such terrible user interfaces. New technologies are beginning to appear which may finally help us move past this mobile-vs-desktop gridlock.