Many SEO professional skip this process and move directly to next step. Besides voice search and Google's focus on that, more is changing in and for Google. Specifically: a few new technologies and a profound new way of looking at the web. This never would have happened at Google, which tightly controls and keeps secret the criteria for indexing. As you'll see in some other URL-based optimization techniques, Google prefers to keep things as short, simple, and as straightforward as possible.