The role of having good constructed content has always been important for a website, abiding to Google's strict content policies sometimes undermine this feature. It was always difficult for us webdesigners to match good content with Googles content policies. What I am saying in normal terms; to write about our clients' company profile can become boring if we only focus on specific keywords (the keywords Google need to structurise ranking options, performance and statistics around your site). Search Engine Optimisation will take a step backwards in 2015 to the latest trend of the international website movement namely, storytelling. Don’t get us wrong - SEO's will stay, but additional focus will turn to Storytelling.