It's been a while since I had a working interest in SEO, and even if (when?) I get back into that line of creativity, I don't think I'd be bothered. As far as I'm concerned, Google has broken SEO forever by trying too hard to feed users results that they think they want, based on what they already have and where they are ... which might not be where they actually are! As a user of Google, I know that these days I have to effectively tell it what results I want, otherwise I'll get a pagefull of links to C&P web scrapers, pinterest and Amazon.