SEO today and beyond: 8 ways to balance what works now with what's to come

SEO is at a crossroads.

As AI reshapes the digital landscape and Google continues to drive less traffic to brands, marketers face a critical challenge: how to balance strategies that deliver results today with innovations that prepare for tomorrow.

This article outlines eight key considerations to help you navigate these changes and stay ahead in the ever-evolving world of SEO.

Why SEO feels overwhelming right now

In 2024, five of the top 15 SEO stories on Search Engine Land were about AI, with several others covering major changes at Google that have led to less traffic being sent to brands.

These shifts leave us with a lot to think about. Studies and experiments show the immense potential of AI-based search tools, yet most of us are still focused on optimizing for what works today.

It can feel overwhelming to keep up. I often find myself lost in the wealth of insights shared by thought leaders like Rand Fishkin, Wil Reynolds, and Michael King.

This rapid pace of change is not new. I vividly remember attending SEMpdx Engage in Portland in 2019, where Fishkin presented on zero-click searches.

That was before the pandemic and long before ChatGPT made its debut, yet the trend of diminishing clicks from Google was already taking shape.

I’m not here to break new ground with data or studies – that’s best left to the industry leaders I mentioned earlier.

Instead, I want to share practical considerations to help you navigate the SEO landscape with confidence.

1. Focus on ROI

Long before AI, one of the biggest contributors to ineffective SEO has been the lack of a strong connection between SEO strategy and its ROI.

Given the time it takes to see meaningful results, you can’t afford to “do all the stuff” only to realize it was the wrong approach – or worse, conclude that SEO doesn’t work for your organization.

Even with a detailed strategy, it’s often challenging to connect SEO KPIs to business outcomes when presenting to stakeholders.

Anchoring your efforts in ROI, rather than just SEO metrics, is more critical than ever as the industry evolves.

Avoid shifting strategies and tactics without a clear understanding of what’s working for your organization and what isn’t.

Dig deeper: 7 proven methods to explain the value of SEO

2. Leverage AI

AI is the driving force behind the changes reshaping the SEO industry.

If you’ve been focused solely on existing strategies, hesitant to trust AI, or simply haven’t made time to experiment with it, now is the time to start testing and adopting it.

This doesn’t mean relying on AI to generate all your content or trusting it blindly.

Instead, focus on understanding its strengths, its limitations, and where it can create efficiencies.

For those juggling multiple roles or working solo in SEO, AI can serve as a valuable assistant – provided you verify and question its outputs.

Set aside time to test and innovate with AI. The technology is here to stay, and the longer you wait, the harder it will be to adapt as it becomes more advanced.

Dig deeper: 3 ways to use AI for SEO wins in 2025

3. Know who you are targeting

Your audience is the reason for doing SEO – not search engines or emerging AI tools.

The goal is for your content and brand to be found in ways that drive ROI.

While having a strong brand strategy and detailed personas is a great start, SEO today requires a deeper understanding of your target audience.

With fragmented traffic sources and fewer clicks from Google, it’s more important than ever to know exactly who your audience is, what they’re seeking, and how you can uniquely serve them.

As platforms like ChatGPT grow, even if they don’t drive direct traffic, quality must take precedence over quantity.

Casting a wide net isn’t enough; precision is key in this evolving landscape.

Dig deeper: How to find emerging audience needs using Google Trends

4. Identify where your audience is

Understanding your audience also means knowing where they are and how they engage online.

This has traditionally involved examining social media, email marketing, third-party content, and ads, along with their interplay with Google search behavior.

Today, we need to go further.

Whether you call it SEO, AI optimization, or something else, it’s essential to account for multiple platforms.

• Are your audiences still using Google search?
• Are they engaging with AI summaries in Google, ChatGPT, or Bing?
• Are they evenly distributed across various platforms?

Optimizing for these sources requires an understanding of how your audience engages with each.

Asking the right questions and exploring deeper insights about your audience’s online behavior will shape where and how you reach them effectively.

Dig deeper: How to do audience research for SEO

5. Invest in content

Content has always been a cornerstone of SEO and audience engagement, and it remains a crucial area to invest in.

While the way we create and consume content has evolved, it still serves as the fuel for digital marketing efforts.

AI has made content research, ideation, and even creation more scalable and accessible.

However, thought leadership and showcasing your unique value to your audience remain as important as ever.

With AI making it easier to produce content, standing out through quality will be even more critical.

Investing in high-quality, impactful content – especially content that works across multiple channels – will continue to yield strong results.

Dig deeper: Content marketing and SEO: Creating an integrated SEO plan

6. Evolve tactics and checklists

For years, I’ve cautioned against “checklist SEO,” where tactics are followed blindly without a clear strategy.

However, having a defined approach and documented processes is still essential.

As traffic sources diversify, your methodology must evolve to keep pace.

Outdated SEO practices won’t cut it, and relying on memory or unstructured workflows can hinder your efforts.

Maintain a written process that adapts as needed to ensure your strategy stays relevant.

This way, you can defend your approach to stakeholders and even to yourself when changes require swift adjustments.

Dig deeper: Evolving SEO for 2025: What needs to change

7. Be intentional in testing

Amid the demands of daily tasks, make sure to carve out intentional, scheduled time for testing.

Even those at the forefront of AI often feel behind when comparing themselves to others or evaluating the pace of advancements.

Make testing purposeful by setting clear goals and objectives.

Whether you need to push yourself to dedicate time or rein in constant experimentation to refocus on what matters now versus what’s coming next, find a balance that supports meaningful progress.

Dig deeper: SEO testing: Shifting from reactive to proactive strategies

8. Communicate with stakeholders

Keeping stakeholders informed, educated, and comfortable with SEO has always been a challenge, and the rapid changes brought by AI make this even more critical.

Whether your stakeholders are clients, bosses, or other decision-makers, they’re likely less immersed in SEO than you are.

Don’t let the complexity of AI or evolving strategies be an excuse to avoid effective communication.

Ensuring stakeholders understand your approach and the broader industry context will help build trust and alignment, even as changes continue to unfold.

Dig deeper: How to use SEO education for stakeholder management

Mastering SEO: Balancing proven tactics with emerging trends

If you’re deep in SEO, you’re probably not scared of change.

The shifts we’re seeing today affect everyone, and many of these trends – such as fewer clicks from Google – have been developing for years.

While the influx of new information and changes can feel overwhelming at times, my hope is that by applying the eight aspects I’ve discussed in this article to your mindset, approach, and overall strategy, you’ll be able to move forward with clarity.

By adopting these principles, you can set clear objectives that will help you adapt and thrive in this shifting environment.

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