Five years ago, Search Engine Optimisation, or SEO, was virtually synonymous with digital marketing. Every company and their uncle were obsessed with hitting the sweet spot of the top 10 Google search results for important keywords. Why? Because Google searches, conducted on desktop computers, were the means by which purchase decisions were made by both B2B and B2C consumers. Websites were set up accordingly, to be as easy to index by Google search bots as possible.