As a quick example, content marketing is a necessary strategy for SEO, but even without a deliberate SEO process, it can be valuable in terms of increasing customer engagement and building brand trust. Some tactics - including rich snippets and meta descriptions - are executed for the purpose of altering how search results appear, but it’s still important to realize that modern SEO doesn’t exist in a vacuum. It’s more about the complex interrelationships between different online visibility and user experience strategies and less about any one tactic that’s meant to increase your rankings. SEO is still very much alive and still important, but only in its context as an aggregation of other important strategies. Get the full story at Search Engine Land