I began my career in SEO around 2011 or 2012, when I was just 18 or 19 years old. It was a bit of a fluke how I got into it. Before venturing into SEO, I worked in paid acquisition for an insurance company, which was my first introduction to SEO or organic search. In terms of changes over the years, I believe everything has changed on the surface, but the core principles remain the same. To the outside world, SEO seems constantly evolving with new trends to follow, but I firmly believe that the fundamentals will always be consistent. If you focus on getting the basics right for an extended period, you will succeed.