Some of these signals include brand mentions, citations, search relevancy, usage data, content and links. In the past, SEO was just about Keywords, Links, Crawl and Rankings, but this has evolved into much more. Having synergy between your different marketing channels will not just help SEO, but it also will boost your overall marketing efforts by allowing you to capitalize on all opportunities. It will also allow you to better tailor your marketing efforts toward building a brand that is strong regardless of how any single marketing channel performs. Get the full story at Search Engine Land Read also "SEO trends in 2016: What the experts predict"