"The most important strategy for 2018 is to create useful content. By that, I mean to create content with "utility" for the humans that are seeking questions about your line of business. Each technological innovation that search engines make to their algorithm and product lines is to increase human utility.
Many SEO experts are now talking about how to create content for voice search by optimizing for snippets, etc. But that is because it's 10 times faster for a person to speak a question than it is to type it.
At the end of the day, the most important thing is to get in the mind of your consumer and design your marketing materials to be optimized for their solutions.
Today, and in 2018 as well, that often means answering questions in a straightforward, succinct way across the web (not just on your owned platforms)."