The world is always changing, and as a society, we have no choice but to stay the course and evolve with it. The same thing goes with SEOs. Google has been forcing SEOs to change with the times as they change existing tools while kicking others to the curb.
Janet Driscoll Miller wrote an article on Search Engine Land about five different shifts in the world of SEO that are now different from what they used to be. She argues why we need to change our views and the we way measure SEO effectiveness.
Read her entire article on Search Engine Land by following the link:
http://searchengineland.com/seo-reporting-its-time-we-get-away-from-minutia-focus-on-what-matters-172803