SEO is changing.
It's always been changing.
But now more than ever.
And it's undeniable.
You'll have felt the land shift under your feet in the last 6 months.
Google is facing stiff competition.
The rise of AI, competing search engines, changing user dynamics are all existential threats to Google.
To keep up, they're innovating fast in ways that make traffic unpredictable.
You're also facing stiff competition.
Competitors are buying links more aggressively than ever.
Content budgets are high. Quality content, like really quality, has never been more important.
You're either being outranked.
Or your traffic is being eaten by AI overviews.
This is 2025.
But also, this is SEO.
Change is the one thing you can rely on.
Work smarter, not harder.
Have you factored change into your 2025 strategy? 🤔
Here are 5 ways I helped my clients factor change into their yearly strategies:
- Be selective on content topics
Be selective on content topics—avoid writing about things where AI can easily provide a satisfying response. I won't go as far as saying TOFU content is dead...but if AI can satisfy intent easily, the click-through will quickly die.
- Create multi-purpose content
Double down on uniqueness and quality in your content, reduce your risks by creating content so good that it can also be shared on social media and used by your sales team.
- Reduce algorithm dependency
Work hard to reduce algorithm dependency: build a newsletter/downloads list ASAP to capture more of the traffic you currently receive.
- Monitor your rankings closely
Actively monitor rankings and keep content up-to-date. Revisit and refresh content at least every 6 months to maintain rankings. Don't sleep on this.
- Push hard for bottom-of-funnel
It's evident that appearing in the top 5 results for BOFU terms is critical for getting ChatGPT and AI Overviews to suggest your product. Don't just rank #1. Rank #1 and get included in the content at positions #2 to #5. Surround sound.
Double down on ranking in these areas to future-proof your strategy.
One of my favourite things in the past 2 weeks has been diving in, tearing apart and rebuilding my client's strategies over at Spicy Margarita.
The key missing component: factoring in change. You can't keep going like you did in 2023.
—Benny
