To many people, SEO is a minefield of misinformation and conflicting advice.Trust me, I’ve been there. When I Googled “SEO” for the first time, I was quickly overwhelmed with a mountain of anecdotes, case studies and “best practices”. I picked up a few tips, but for the most part, I couldn’t make heads or tails of what I read. After years of in-the-trenches online marketing and PR work, I eventually put the pieces of the puzzles together. But I’m no SEO guru. In fact, most of my best SEO successes have come from old-school PR. That’s because, when you do it right, PR equates to link building, or the practice of building backlinks to your site to get higher rankings in search engines. But over the last few months I’ve read that “link building is dead” and that “Google doesn’t care about keywords anymore.” Instead, the search engine is supposedly more concerned with high-quality content, schema markup and social media shares.. I’ve been busy with my startup, so I haven’t had time to keep up with the latest trends in the SEO world.Fortunately, someone else recently took the time to make sense of the topsy-turvy SEO landscape. Brian Dean and a team of data partners at Backlinks recently analyzed 1 million Google results to see which ranking factors are important for SEO in 2016. Go check out the site for more info.