SEO has changed a lot in the last few years. AI overviews, algorithm updates, the death of third-party cookies — it's enough to make you want to give up. But here's the good news: the fundamentals still work.
What still works
- Great content. Not "SEO content." Actual content that answers questions, solves problems, or entertains. Google's getting better at recognizing the difference.
- Technical SEO. Fast sites, clean URLs, proper heading structure, mobile-friendly. Still matters. Always will.
- E-E-A-T. Experience, Expertise, Authoritativeness, Trustworthiness. Show that you know what you're talking about.
- User experience. If people bounce immediately, Google notices. Make your site pleasant to use.
What doesn't work anymore
- Keyword stuffing (obviously)
- Guest post networks
- PBNs (private blog networks)
- AI-generated content without editing
The AI overview elephant in the room
Google's AI overviews are changing things. Fewer people click through to websites for simple queries. But for complex queries — the ones that actually drive business — people still click. Focus on those.
The best SEO strategy is to build something people actually want to use.
If you're struggling with SEO, or tired of agencies promising #1 rankings in 30 days — let's talk. We do SEO the slow, honest way. It takes longer, but it lasts.