The Death of SEO?
I disagree. With apologies to the ghost of Frank Zappa, SEO isn't dead, it just smells funny.
Let me explain:
Google Versus Black Hat
The landscape is the war between Google and Black Hat SEO. Google wants searches to be relevant. Black Hat SEO practitioners, conversely, use tricks to land sites higher on searches than they deserve to be. It's like the battle between radar detector and radar gun manufacturers. When cops get better techonology to nab speeders, the radar detector companies adapt. And the leapfrogging goes on.
So Forbes is referring to just another skirmish in the Black Hat versus Google war.
So SEO isn't dead, it just smells funny because some of it is "Black Hat" and their tactics get regularly outdated. But not all of it is Black Hat: the best way to success is to avoid that game and align with the mission of search engines of producing results that match the search.
It's simple, really: just give web users what they want. Trust in the law of giving and receiving and produce the most helpful content you can. Then, it is more likely to get ranked higher through social media sharing and getting linked to because it deserves it.
Keyword research should be used to find out the questions your prospects ask the web. Then use your company's specialized expertise to create useful content, such as white papers, blog posts and YouTube videos, that satisfy their curiosity.
Thinking of SEO in terms of alignment rather than trickery means your content ranks high because it should. Your rankings are more impervious to search engine algorithm changes. And, best of all, the people who click to your content will see you as the trusted expert and be more comfortable digging deeper into your web presence matrix and engaging your company.