Martina Kölsch shares that the Panda Update in 2011 was one of the first major changes by Google that she encountered. SEO is continually evolving, yet one thing remains constant: prioritising a solid SEO foundation, a clear structure, and excellent content. Many tend to overlook these essentials whenever a new trend emerges.Discussion points include:What are the key SEO essentials that many SEOs tend to overlook?Why do SEOs overlook these fundamentals?What benefit do these fundamentals provide in 2026?How do you measure the impact of the fundamentals?When a new trend emerges, how do you know if it is worth spending your time on?How do you continue to ensure that you are focusing on the most impactful activities?