Google has changed more than ever this past year. And I will not rehash what has already been written over and over ad nauseum.
Penguins, Pandas, and Hummingbirds and link penalties keep negative SEO companies alive and well. On either side.
However, while the world obsesses over various search minutia, allow me to take a "zombie" on the wall perspective.
How Has Google Changed?
A bias towards Google properties- -Google Plus and all it entails. -Google Plus (social) -Business Pages/Local Business (the old Places) -Author/Publisher -YouTube bias in the SERPS and in page embeds -Increased G+ bias in the SERPS
Google used to want to send you off site, not any longer.
Why go to Wikipedia when you have knowldege graph? The more the path leads through their maze of properties the more chances at advertising for Google.
Less screen space for traditional organic SEO. Particularly in Adword profitable niches. Which are typically local and subsequently, more and more mobile.
Recent numbers in some markets show traditional organic as low as 17% of the page, whilst many webmasters have been nudged out of the first page by Google Places (now Local Plus), amongst other universal search media.
A bias towards social noise. Which are shares, likes, pluses. Which is by the way still linking, just a bit different.
What to do? what to do? what to do?
While all this bias is happening, most likely unless you have monster age, and monster SEO (insite and off site links), then you might be asking "what happened?" Did a monster kill my site?
Like I said above. The screen on Google is highly biased towards Google properties. My prediction is that SEO will move towards those properties with swift skill as we approach 2014.
We have been doing this for our clients for awhile now. As we predicted this inevitability as the "Yahooification of Google" long ago. It had to happen once they went IPO.
Of course the SEO is deadmeme never goes away. To those with a limited historical perspective it seems new.