"Rankings continue to matter more and more for SEO." What is the importance of Rankings in 2015 as far as you're concerned?
They're obviously important because if you aren't ranking well, you're losing the chance to convert. However, with the popularity of social media, even if you don't rank well in the SERPs, you can still grab attention so for me, while I think rankings will always matter, I don't think that they're the one metric to focus on in terms of how well a site is doing online.
What are your favorite strategies to get your site or content ranked in the Google SERPs?
Building links! That's my main task usually and it works well but it works best if the content is amazing. I never underestimate the importance of a title tag or strong internal linking either.
What would you say are the 3 critical elements to be covered in an SEO site audit?
Crawl errors, speed, and duplicate information.
What features do you think are missing in mainstream SEO tools? Are there any processes you'd love to see automated?
Are there any processes youd love to see automated? I'm not a fan of automation actually as for some crazy reason I like doing things the hard way because I retain information better when I do all the steps myself. I get nervous when I push a button and something just happens. In terms of what's missing, the only thing I can think of is that it's impossible to get a list of all of your links from just one tool. All the link tools I use are fantastic but one always finds several that the others don't find, so if I need to get a list of every single link to a site I have to use multiple tools.