The fundamental tenet of organic search engine optimization (SEO) is that great content triumphs online. This ideology is user-centric in that it presumes the preponderance of search engine users know what content they seek when they see it … And stop searching when they find it.
By observing how, what, and when searchers hunt and gather around specific bits of content, search engines learn how to provide relevant search results for other searchers that repeat the pattern over time. Based on this principle, all an enterprise needs to do is generate content that serves searchers, not search engines, in order to produce successful search engine strategies over, and over again.
SEO actually used to be that easy. One simply put a frequently searched keyword phrase on a page and in a title tag, linked to it, and watched the search referral flow until the end of time.
Ten years ago SEO wasn’t just one tactic in an array of digital marketing schemes – it was the method that could produce online success nearly overnight. Fast forward to 2013 and SEO is clearly one of many online marketing tools in our digital repertoire.
Nowadays, SEO has to perform in balance and coordination with paid search, social media marketing, affiliated programs, mobile and local promotions, as well as complement offline marketing initiatives, in order to make any marked improvements in search results. Now more than ever before, organic search intersects with different online marketing disciplines that form part of the overall digital experience.
Producing successful strategies has never been more challenging for enterprise-level search, at least for those that are still trying to kick it old-school – creating content while muttering an outdated "build it and they will come" marketing mantra.
Today, search results are influenced not only by keyword cues and interlinking citations, but also social signals, geographical location, proximity intent, temporal shifts, concurrent data patterns, and visitor behavior.
Source : http://searchenginewatch.com/article/2236950/Enterprise-SEO-in-2013