Over the last couple of months Google has updated it's algorithms with some really funky changes so SEOs have had to adjust their scope of work to deal with a lot more things. In doing so, SEO is no longer about what it used to be 2 years ago (basically just links), it's more about content and technology. We've known content has been king for a long time, but in this new world it's about data driven insights that lead to decisions about making great content. On the other hand, there's technology. This goes far and beyond the mindset of creating SEO tools, link bait, creating best practice meta data and so on. None of that stuff is going to change the world and add longevity to our campaigns.
Does anyone have any ideas of have seen any really cool stuff that brands are doing with content and tech online? How is this different to what other people are doing? Has there been some real data driven insight behind it?
Volkswagen have re-created their website to create a unique connections architecture connecting content rather than pages. This gives the search engines a much better understanding of the relationships online.