Is SEO on the verge of a full-scale extinction event?

In this week’s Soaring Above Search, we’re exploring the myth surrounding SEO’s death.

That’s because SEO hasn’t actually died out.

In reality, it’s transformed. It’s changed dimensions.

We’ve all been trying to make sense of the shifts over the last few years.

In particular, we’ve been watching the emergence of 2 new power players in 2024:

• SEO for AI
• SEO for social media

The next 5 - 10 years will see a shift from traditional SERPs to these new platforms.

But don’t worry, Google will still be around for years to come.

I can’t imagine my parents searching for information anywhere else.

Just like their parents couldn’t give up the printed Yellow Pages when Google emerged.

Where does the misconception that “SEO is dead” stem from?

We’re witnessing an industry transform quicker than most.

The consequences can be described as overwhelming:

• Rapid, constant changes
• Overcrowded market
• Services devaluing
• SaaS platforms

Many of those in SEO became disillusioned, believing that SEO is impossible.

Yes, gone are the days of entering SERPs with ease, but it is far from ‘impossible’.

Today it requires more time and investment. More quality. More consistency.

Those who can keep up and adapt will sustain themselves in SERPs.

• Expanding new services
• Staying updated with shifts
• Building unique, distinct brands

Those who keel over to changes, SEO is not for them.?

As long as there’s a search engine out there (whatever form that takes), SEO lives.

How to use these shifts in your favour?

Shift #1: LLMS

With the development of AI, we’re seeing new tools and trends in SEO.

LLMs like ChatGPT are already being used to research, summarise articles, and inspire ideas.

Pushed further, it can even provide you an entire sitemap to hit the right entities that Google wants to see from your website to effectively rank.

Meanwhile LLMs are developing into a new form of ‘search’.

ChatGPT and Gemini provide mentions to products and services in responses to questions.

Optimising search for LLMs is becoming more necessary to push your brand’s visibility.

By understanding LLMS and AI advancements today, you’ll be ready to grapple with changes that occur in future as AI enhances.?

Shift #2: Content

The rise of quality content has superseded irrelevant, duplicate content and link schemes.

5 years ago, it was easy.?

You could buy links, enter link farms, cloak, etc. to build your way to the top of SERPs.

Now you have to actually create quality, relevant content to rank.

Through more than one channel preferably.

Omnichannel content strategy is best for brand unification.

• YouTube, TikTok, Instagram, LinkedIn, etc.
• Social media, blogs, videos, podcasts, emails, etc.
• Address buyer’s journey: awareness-building, decision-driving, etc.

Connecting your content across multiple touchpoints increases visibility and conversions.

Every time we post content from a brand that is established in their niche, they rank first page.

They’re the lucky ones.

For those just starting out, be patient.

Develop your brand through quality content and your time will come, too.?

Shift #3: Brands

As we’ve established, personal branding is important for offline and online presence.

People want to buy from people.?

And not just any people, people they see and trust.?

The brands that win will invest in their SEO and digital PR early on.

They have developed quality, easily-accessible design in their website and content.

They prioritise their brand’s reputation and, in turn, gain awareness and authority.

Google recognises this and lifts their position in SERPs.

It appears that LLMs (in early studies) is doing the same.

How can we prepare for more shifts?

People are always in search of something.?

The platform may change.

The standard may change.

The appearance may change.

But as long as we’re in need of answers, we’ll source them somewhere.

Search engines now and in future (built by AI) will still need relevant content to present.

We can’t predict the future, but we can be caught up.

Stay on top of as many trends, changes and updates as possible.

You’re already on your way - subscribing to newsletters, engaging on platforms such as LinkedIn, and having the curiosity to keep in the loop.

After more??

Check out my website or the StudioHawk blog for all your SEO know-hows.?

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