To many people, SEO is a minefield of misinformation and conflicting advice.

Over the last few months I’ve read that “link building is dead” and that “Google doesn’t care about keywords anymore.”Instead, the search engine is supposedly more concerned with high-quality content, schema markup and social media shares.. I’ve been busy with my startup, so I haven’t had time to keep up with the latest trends in the SEO world.

Fortunately, someone else recently took the time to make sense of the topsy-turvy SEO landscape. Brian Dean and a team of data partners at Backlinko recently analyzed 1 million Google results to see which ranking factors are important for SEO in 2016.