If there´s one thing I´ve learnt, it´s that SEO is an ever developing field – changes are guaranteed. Regardless of how comfortable you are with your current SEO tactics, it is essential to realise that at some point they won´t be relevant anymore, at which point you´ll need to adapt to the current SEO trends – and fast. Here are four key facts about current SEO that you should not overlook:

1. SEO does not exist in isolation. Nowadays the boundaries between different online marketing disciplines – such as SEO, social media, paid search and content marketing – are blurred. This also extends to your offline activity. Creating a consistent brand identity and personality, both on and offline, is essential.

2. Google owes you nothing. You should not (and cannot) expect the search engine to take your rankings into consideration when it is rolling out changes or updates; nor should you ever take your rankings for granted. As Search Engine Land puts it: you are constantly playing defence against ever-shifting search rankings.

3. Even small changes to your website can have a huge effect on rankings – even if this is just a tweak to a page header, a new block of text added to the home page or a link in a site-wide sidebar. Consider every change you make and its role in the bigger picture very carefully.

4. Responsive design does not equal mobile SEO. Although the way your website is displayed on smartphones and tablets is very important, it is not the only thing that matters. You should also focus on geo-targeted local search, improving user navigation and user experience on mobile, based on location and easy sharing options.

In conclusion, remember that SEO is an ongoing process. You will have to keep working and improving, but keep in mind that whatever you change in your SEO strategy can cause a ripple effect in your entire business.

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