Is SEO Getting Harder?
It seems that in some ways it is. But at the core, optimization is still the same as it was ten years ago. You still have to build a quality website with original content, you still need to focus your pages on on-page factors, navigational simplicity, and crawlability, and you still need to build inbound links to your pages with relevant anchor text. That's the way it's been since 1998 at least. The only difference is that there are now a few additional tools available that were not available then and quite a few more obstacles, but none that are too earth shattering.