I've seen SEO / SEM from the day I saw the internet (as we know it) born in the 80's. To a large extent, gone are the years when you could manipulate Google rankings with a suite of link-building techniques. Now, it's where I think it should be - Google looking at your social signals, content quality, and natural link profile to determine your site's relevance in the world. While there are still specific things everyone should be doing in terms of SEO / SEM, if you focus on engaging your audience with quality content, it's now easier than ever to rank well. http://www.eatyourveggies.com.au/search/Search-Engine-Optimisation-%28SEO%29-__-Marketing-%28SEM%29/19?source=guru