The rules of SEO have changed—especially over the past two years. Updates to search engine ranking algorithms like Google’s “Panda” and “Penguin” mean you can no longer think in terms of keywords and inbound links alone. What matters now is quality, relevance and audience engagement.
Shrinking attention spans and squirrel comparisons have become go-to arguments for why people can no longer be bothered to consume long-form articles or online videos lasting longer than two minutes. But this is a cop out. The real reason why people don’t consume longer forms of media is that most digital publishers don’t want them to.