SEO in 2024 can not be carried out with an approach of the yesteryears. Recent Google updates including Mobile friendly, Possum, Penguin 4.0, Mobile first indexing reflect the importance Google is attaching to Mobile. A quick look at their key acquisitions like Webpass, Mood Stock, Anvato, Launch Kit, Orbitera, API.AI and Eyefluence show the importance of personalized and predictable search. Content being created and links being earned will now have to be contexted and their habitat will govern how frequently they show up higher in search results.