SEO Isn't Dying, but It Is Evolving...Just Like Everything Else!

Who isn’t worried that AI might take over their job, making them replaceable and unemployed?! I hate to break to you, but it is possible. AI will continue to evolve, making numerous positive contributions to the way we live, while also reducing the need for humans to perform an endless list of tasks and functions. We, as humans, are questioning our relevance because technology and computers are surpassing what we can produce on so many levels. eQuil Digital Media is a small business; we worry, too, just like you do. However, we know that our business can offer one thing AI cannot, and that is providing personalized service to humans from humans, something AI will never be able to replicate. 

This doesn’t mean the landscape of our industry isn’t changing; in fact, it could be argued that digital marketing, along with SEO, is among the highest fields that AI could manage more efficiently. But we aren’t panicking because, as Neil Patel clearly outlines, SEO isn’t dead, and being the human behind the computer is perhaps more important than ever.

Adapting to the Changing Landscape of SEO

The way people search for information is changing rapidly.

1. More users are searching on mobile than ever.

2. Voice search with Siri, Alexa, and Google Assistant is becoming the norm.

3. Platforms like TikTok, YouTube, and Reddit are now major search engines.

4. AI-powered results are prioritizing helpful, human content over keyword stuffing.

Information is now available not just with the click of a button, but with a spoken few words to an Alexa device or a scan of your face on your cell phone. Videos are becoming more popular and shorter, Instagram reels are a daily time suck, and YouTube is a streaming service for whatever you want to watch, whenever!

So, we are left wondering, where do I put my keywords?! I’m a writer. I write content, and that’s where I place my keywords so people can find businesses online, but if they aren’t actually reading anymore, what’s the point? Here’s the secret…they are.

When the time comes to click the purchase button or tap your phone to pay, people still do their due diligence in researching what they want to spend their hard-earned cash on. Search engines like Google, Bing, DuckDuckGo, and ChatGPT are go-to hubs for information regarding products and services. If this is true, then SEO is very much alive. Here’s the catch: you need to expand your reach beyond traditional SEO (Search Engine Optimization) strategies to what Neil Patel refers to as Search Everywhere Optimization. Instead of writing only for Google or giving up on SEO completely, it’s time to start embracing the fact that the digital landscape is leveling out, and it's either time to ante up or time to fold.

Getting in the Search Everywhere Optimization Game

You’ve bought into the idea that SEO now means Search Everywhere Optimization, so now what? First and foremost, you must understand user intent across platforms and the reasons behind users' search queries. Is it for….

• Entertainment?

• How-to?

• Product research?

• Local products or services?

• The list here goes on and on…

By identifying why users are searching, you can then determine how to create content that fits the behaviour of users on each platform. When we provide content for our clients at eQuil Digital Media, we first determine which platforms are most aligned with their target audience, and guess what? No two clients are the same! Every platform requires specific content, and SEO must align with the platform to effectively serve the user.

General breakdown of platform intent

Google/Bing/DuckDuckGo: They like long-form content for their bots to scan, so keyword-optimized blogs are best along with landing pages.

ChatGPT: Like all AI-driven software, this one offers a wide range of capabilities. People come here for research and learning, writing, productivity, personal growth, help, and entertainment. If your content is mentioned here, you’ve done a good job!

LinkedIn: This is where your professional side needs to shine, provide information and case studies that give depth to a topic and your brand.

YouTube: Here, you want to maximize the information you can input, such as a compelling title hook, thumbnails, and an engaging description rich in keywords from the script.

Instagram/TikTok: Short, short, and short. Did I mention everything you do here must be short? Make clips engaging with trending audio, some captions, and don’t forget the relevant #s.

Reddit: Keep it real here, don’t fill it with fluff, but give authentic and helpful answers.

It is essential to take the time to determine which platform(s) best suit your business, as this will significantly impact the SEO approach to content. We are in an era of going beyond Google. We have options, so use them to expand your keywords and ensure you are using the right content with the right platform.

Useful Tips for What Your Business Can Do to Evolve with SEO?

Now we cut to the chase, quick tips for Search Everywhere Optimization:

• Always include search-friendly terms

• Add schema markup to your website 

• Use tags, hashtags, and categories correctly

• Try question-based headlines and use natural language

• Repurpose content across platforms

• Connect analytics and use them

• Optimize Google Business for local search

Implementing these changes as the norm may take time, but it’s worth the investment as new trends continue to flood the market. High-quality, purposeful, and targeted content will have a positive impact on your organic search and business growth.

At the end of the day, SEO still drives more than half of all website traffic and is truly vital to your business if you want to appear higher in search rankings. The algorithms will continuously evolve, but so will your business, and as long as you are willing to adapt, there will be no need for AI to take over your job because you will become indispensable as a human who knows how to leverage technology while satiating consumer-human demands.

Adapt, stay visible, and evolve your digital marketing and SEO strategy.

At eQuil Digital Media, we offer customized digital media solutions tailored to your business needs. CONTACT US to elevate your digital brand as we collaborate to enhance your online presence and deliver tangible results.