Over the past couple of years, what and how much do you think SEO has changed?
Certainly a lot with Penguin and Panda algorithms coming into act.
SEO has changed much in the last couple of years. We are more stressed on the quality of everything rather running after quantity of anything. A fewer quality links with quality content helps to rank higher in search engines.
Conventional SEO matters still, but it won't help us gaining more traffic; it can just prevent us from doing a bad job and our success will be average. With content marketing winning the game it feels like going back to roots. Everything on the internet is actually about information and content marketing gives us relevant information. That's what counts and that's good.