"High keyword rankings are the most sought-after achievement in the world of search engine optimization (SEO). Small businesses and brands alike strive to obtain the first organic listing in search results because of the lucrative traffic and lead opportunities that are associated with this position.
But with the evolution of paid advertising and expansion of universal search, as well as Google’s continuous efforts to provide consumers with content that resolves their demands directly in search results, the opportunities attached to traditional keyword rankings are diminishing at an alarming rate.
In today’s search landscape, SEOs and digital marketing specialists have to consider whether it’s worth the amount of time and resources it takes to achieve premier organic rankings, considering the click-through rates (CTR) associated with organic rankings that are positioned under PLAs, local results and other forms of content."
While I agree that SEOs work tirelessly to rank highly organically I do not agree that SEO rankings are dwindling. Yes, google is making significant changes with paid advertising and universal search but that does not mean you should over look SEO. Besides, just because PLAs are above organic results, many Googlers scroll right past them and look at the listings right below them. However, if you don't don't have a very catchy meta title and accurate meta description then you will be dead in the water.
Let's not forget long tail keywords either. Chances are there will never PLAs above organic searches that involve long tails. So are we suppose to ignore these and instead pay for Adwords? Listen, I love Adwords but I also love SEO and for now they are married to each other in my eyes.