SEO is evolving and so should its definition. Kevin Indig highlights how SEO has changed in so many ways from SERP features to the proliferation of mobile search and creates a new statement to describe modern SEO for beginners.
Geoff Kennedy of Sitebulb highlighting some on-site SEO principles that mirror my own thinking. He also mentions a product called airfocus that I'd never heard of and it looks insane. He uses it to "score each potential product feature based on Customer Value (how helpful it will be to the end user), Complexity (how much development resource it will require) and Impact (how much we think the feature will get used)."