Google States: Search engine optimization (SEO) is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site's user experience and performance in organic search results. You're likely already familiar with many of the topics in this guide, because they're essential ingredients for any web page, but you may not be making the most out of them. (...)SEO is about helping search engines understand and present content. Your site may be smaller or larger than our example site and offer vastly different content, but the optimization topics in this guide applies to sites of all sizes and types.

SEO today is increasingly driven by natural language search, that is, people doing searches that are more like normal questions than two or three keywords. This is happening because people are using tools like Siri and Google Now to speak their searches, rather than typing them in. And because people are including more detail in their typed searches as they seek to find what they’re looking for faster. These keywords are much easier to rank for, because they’re not as competitive. They are much more relevant because they include more detail, and therefore traffic from these keywords converts at a higher rate. And in aggregate, the number of searches in the long tail often adds up to many more searches than you would get from your “golden keywords.” Therefore the objective, when it comes to rankings, is not to rank for a few top keywords that remain the same over time, but to focus on a much larger number of natural language searches that is growing and changing rapidly.