If gaining or maintaining a strong Natural Search presence for your website is in part your responsibility, then it’s essential to understand the additional elements that drive SEO results today.
The best way I can think of to describe the evolution of SEO is that the playing field has gone from singularly to multi-dimensional. The basics of intelligent site architecture and navigation still matter, as do keywords, content, meta data and alt tags, but there are so many other factors.
Google’s clear-cut direction for their search engine results pages is all-inclusive. Content is encouraged, be it blog posts, images, video, tweets, etc. The more relevant and frequent the content that a website contributes, the greater the likelihood that Google & Bing (Yahoo) will rank your site favorably.
That said, quality content is not self generating, which is the gotcha. It requires a roadmap and accountability for execution. Take your eye off the ball and you’ll go weeks or months without any meaningful addition to the breadth of your website. Identify and prioritize the content you are intending to develop, assign responsibility for creating it to multiple team members and hold them accountable to due dates.
Lastly, another new aspect that needs to be taken seriously is the fact that Google is now evaluating your page “load time” as a component of their algorithm. So it’s imperative that the page be constructed in a proper way. Otherwise, the content I am encouraging you to incorporate may hold you back more than it helps you.