What are the big areas of opportunity, what's changed, and what's stayed the same?
SEO remains a very important channel. Increasingly, public relations teams, social media managers, and brand managers are thinking strategically about SEO when they run their campaigns. Search as a marketing vehicle has steadily risen in demand.
Search (and the web more generally) is going toward HTML5 and microformats. Author profiles and other rich snippets are already appearing in competitive SERPs and new schemas