The responsibility of SEO professionals have changed a lot over past few years, yet much of the SEO process still remains the same. Currently there are several SEO professionals that have not adapted to the changing algorithm of search engines and they consider several segments of SEO strategy as optional. However, these segments are absolutely essential for success of an SEO campaign. For an SEO expert to be taken seriously and to command the influence needed to drive change, he/she must be adaptable to changes. The problem with the existing SEO process is that a lot of efforts are put at wrong places. Let us discuss new methods that will allow the SEO to improve the overall digital marketing, and not just inbound SEO.