Is SEO Still a Thing?

We have a feeling that no one really knows how SEO works anymore—not quite like before.

It used to be a clear and straightforward process: publish content, choose some keywords, get a few backlinks, and eventually, your site would appear. The rules kept shifting, but the general idea stayed the same. Then ChatGPT came along (yes, it literally joined the chat), and changed how people look for information. These days, it’s not just about typing keywords into Google—more often, people are asking full questions, getting quick answers, or using AI to help them find what they need.

One of our clients recently asked, “So… do we optimise for Google, or for ChatGPT?” Our answer: “Both. And also, maybe neither?”

We’re currently witnessing a bit of a SEO identity crisis. While no one has it completely figured out, recent research, case studies, and hands-on experience are helping us see what’s actually working. Here’s what we know we need to focus on moving forward.

1. Improve your website’s structure

Search bots don’t just look at headings and metadata anymore. They pay attention to how the whole website fits together — the structure, the clarity, and how easy it is to move through. A site that’s well-organised and intentional makes it much easier to show up in search results.

That’s why content strategy has always been a big part of how we build websites — making sure every page has a purpose, navigation feels simple, and everything works together to tell a clear story.

2. Shift focus from traffic numbers to traffic relevance

Getting a lot of traffic doesn’t mean much if it’s not the right people taking action. That’s not a new idea, but it’s finally becoming the norm. SEO used to be all about chasing bigger numbers. Now, it’s more about reaching the right audience — people who actually care about what you offer.

Clear, focused websites often do better than bigger ones because they speak directly to the people they want to reach. That kind of clarity usually leads to stronger engagement, more direct visits, and more branded searches — which search engines see as a sign of trust and relevance.

3. Use AI only to support content creation, not to replace it

AI has changed how content is created, published, and found. It’s now writing articles, summarising search results, and offering overviews that sometimes replace the need to click through. Generic content, whether by humans or AI, never really performed well—and now both search engines and users are quicker at spotting writing that sounds good but says very little.

We use AI daily—to explore ideas, structure drafts, brainstorm variations, and cut through early-stage noise. It’s a tool, not a substitute.

The best content still comes from human thinking, real relevance, and a recognisable voice. That part can’t be outsourced—not even to a clever AI.

4. Look at the big picture

No page on your website exists in a vacuum. These days, search engines don’t just look at one blog post or service page — they look at how everything connects. They pay attention to whether the structure makes sense, the language feels consistent, and the content supports what your business offers.

A single page works better when it’s part of a wider system of related services, case studies, FAQs, and articles. When everything lines up, it’s easier for visitors — and for search engines — to understand what you do and why they should trust you.

5. Diversify your traffic sources

Putting all your eggs in the Google basket? Bit risky these days. Websites with a healthy mix of traffic sources — direct visits, social media, referrals — tend to perform more steadily over time. When your traffic depends mostly on search, one algorithm update can seriously affect visibility, especially if the site leans heavily on keyword-based blog posts or a few high-performing pages.

But when people search for you by name, type your URL directly, or recommend your site to others, it sends a much stronger signal. Google recognises this behaviour as a sign of trust, relevance, and brand strength. That’s why we always start with brand strategy. When you know who you are, how you show up, and who you’re speaking to, your website naturally builds a more resilient presence over time.

6. Create in-depth content to build authority

Surface-level content doesn’t help a website stand out anymore. Search engines now look more closely at how well topics are covered across a site — whether the explanations are clear, the information is reliable, and the overall structure is consistent.

As AI tools offer faster answers, pages that just repeat basic facts are easier to skip. People still want proper explanations when they’re looking for real information, not just a quick summary. Websites that consistently publish detailed, well-organised content are easier to trust. Visitors stay longer, explore more pages, and recognise the site as a credible source — and these are the behaviours that continue to support strong search performance.

7. Update your website: remove or improve weak content

Now is a good moment to go through your website, clean up old content, and remove anything that was written more for algorithms than for real people. If a page isn’t useful, clear, or relevant anymore, it’s probably not helping your visitors — and it’s definitely not helping your SEO.

You don’t need hundreds of mediocre blog posts. A smaller number of genuinely helpful pages will do much more for your audience — and for your site’s performance. When Google crawls your website, it works with a limited "budget" of time and resources. Removing thin, outdated, or irrelevant content helps the crawler focus on what really matters.

When reviewing your content, ask yourself:

– Is this still relevant?

– Is it clear and useful?

– Does it fit the tone and message of the website?

– Could it be updated, combined, or improved?

If you remove a page, don’t forget to set up a proper redirect to a related, active page — to keep any value it has built up over time. Old or irrelevant content doesn’t just affect SEO. It can quietly undermine your brand. Your website says a lot about your business — and keeping it accurate and relevant builds trust with both people and search engines.

SEO and AI Are Catching Up with Common Sense

SEO and AI are finally aligning with what we've always known: it’s about creating real value, offering useful information, and making it easy for both people and algorithms to navigate. While there’s still technical nuance to consider, the core principles have always been clear to us. Build with purpose, communicate authentically, and structure your content for clarity. It’s not new—we’ve been on this path all along, and now the algorithm is catching up.