Have you ever made the connection? That SEO is like a diet. (the latest fad diet I should say)
Lets face it. Marketing is always trying to make the old seem new so they can sell you more of the same.
I hear these pitches about SEO and they sounds like the latest diet fad. It wears me out. It wears me out because there really are not that many new things under the SEO sun. There are always changes in technology, and there are changes in human behavior. Both mean there is something to stay abreast of and act on, but just because people changed their search methodology sightly, does not mean we have to start all over and “get with the new diet”. ( the best diet is still that recommended in 1940 – just read “Good Carbs, Bad Carbs” and you are good to go for the next 80 years )
SEO is actually like a diet, and the key to success is just keep doing it well every day. Eating well is the same a doing SEO well. There is no need to “get with the new” by doing a 365 degree turn (which is the same as a 5 degree turn), just making slight course changes is better than a total make-over.
For instance, we learned that as more people use mobile devices to search, they changed their behavior SLIGHTLY and began using “near me” as a part of their phrasing. We all adapted SLIGHTLY by updating our SEO methods. But that was about 2 years ago and it was a slight change. It was a small 5 degree course correction, not really an earth shaking event. But if you listen to the SEO “news” you would think it required a major re-tooling.
Just stay on course. Tune as needed. Everything in moderation.