Depending on who you ask or what you read online, SEO is either in a rapid decline or is entering a new era. Generative AI and the rise of AI-powered search experiences have disrupted the status quo. If you’re questioning whether SEO is still a worthy investment at a time when visibility is less predictable than ever, we don’t blame you.
We believe SEO is evolving and expect the ground to remain a bit unstable as search engine algorithms and AI systems continue to alter the digital landscape. Earning meaningful SEO wins going forward is less about chasing tactics and more about understanding the signals that consistently help content get surfaced, selected and trusted, whether that happens in a traditional SERP, an AI Overview or a conversational AI result. The businesses that succeed in this next phase will be the ones that focus on what actually makes a difference now.
Cover Every Angle
It’s not enough to occasionally post a blog or sprinkle keywords across your pages. Search engines and AI systems seek out content that treats topics seriously: published consistently, explored from multiple perspectives and thoughtfully structured.
You’ll need to write more than just a few “ultimate guides” for a blog, for example. Content needs to fully flesh out core concepts and cover related subtopics or common anticipated questions. Each piece of content should naturally connect to others on your site, effectively creating a clear web of context that signals both to readers and algorithms that your site is a comprehensive source.
Content consistency matters as much as depth. Random, sporadic posts just don’t cut it these days. Maintaining a steady stream of well-crafted content shows you’re actively engaged with a topic, staying current and providing ongoing value.
Every piece of content should begin with a clear answer to a main question. The context that surrounds that answer needs to come early so readers immediately understand why it matters. It’s important to provide ample details that keep readers engaged on your page so they don’t need to search for additional information elsewhere. Related or follow-up questions should be addressed naturally within a piece of content or linked to a separate, more in-depth piece available on your website.
Prove You Know What You’re Talking About
It’s easier than ever to produce generic content; AI can churn it out in a matter of seconds. However, basic content does little, if anything, to actually earn trust with readers. Credibility is something that should be demonstrated rather than simply declared. That means making it easy for readers to see the expertise behind your content, whether it’s drawn from your team or deep research and industry insight.
Experience, expertise, authoritativeness and trustworthiness, abbreviated as EEAT, still influence how content is evaluated. Search and AI engines seek out signals that separate surface-level summaries from informed, reliable explanations. These platforms look for content that clearly shows a strong understanding of the topic, not just the keywords associated with it.
One of the easiest and best ways to establish authority in your content is through firsthand knowledge. Incorporating quotes or brief insights from qualified team members, referencing their credentials directly or adding specific examples that could only come from real-world experience instantly elevates your content.
Depth and nuance are just as vital. Good content acknowledges where a topic is more complicated than it initially appears, notes exceptions or limitations when relevant and avoids oversimplifying in an attempt to offer a one-size-fits-all answer. When you demonstrate that you understand not only the straightforward explanation but also the context around it, readers recognize that you’re a reliable source.
Be the Solution to a Problem
At its heart, search is about problem solving. Every query, no matter how simple, comes from someone trying to understand, find, evaluate or decide something. Keyword optimization can help your content appear in search, but it’s matching intent that makes your content valuable to the readers who land on a page.
To do that, you need to understand what the searchers are trying to accomplish and position your content as the solution rather than just a response. There are four types of search intent you should be familiar with.
Informational Intent
When a user wants to gain a better understanding of a topic, they’re essentially looking for a direct explanation of the primary question, why it matters and the content that frames the rest of the topic. Strong informational content also anticipates follow-up questions and answers them within the same piece of content so searchers don’t need to look elsewhere.
Navigational Intent
When someone is trying to reach a specific resource, such as a tool, brand, page, program or service, the content should make that path clear. This means it’s easy for users to discern what the page is, who it’s for, and how to get where they’re trying to go.
Commercial Intent
For users comparing options or trying to avoid making a “wrong” decision, content that is balanced and transparent wins. Give readers the criteria they should consider by outlining pros and cons and confronting limitations or tradeoffs honestly.
Transactional Intent
When someone is ready to take an action, such as making a purchase, signing up for a newsletter, contacting for more details or initiating some type of process, make that next step obvious. Content should provide reassurance, simplify choices, eliminate unnecessary explanation and offer a frictionless path to conversions.
Make Usefulness Your Standard
At the end of the day, all of the strategy in the world means very little if your content itself isn’t genuinely useful. Usefulness should be your standard. Even with strong expertise and optimization behind it, content needs to deliver a complete, clear and accurate answer to a problem.
