As marketers, we've gotten quite good at evolving our playbooks when it comes to SEO. But the changes we've seen to this point are nothing compared to what's coming next.
We are in the early stages of a new era of search -- an era tied closely to more sophisticated patterns such as mobile, social, and voice search, among other things. And for the first time this isn't just a matter of adding a new chapter to our SEO strategy, it's a matter of creating entire new playbooks.
To this point, SEO has predominantly revolved around browser-based search engines. More precisely, it's been linked directly to Google. That's where all the search activity has been. That's where content consumption has historically started. Not anymore.
New universes of search are taking shape outside of the browser window. In many of them the rules for optimization have yet to be defined.
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