SEO Isn’t Dead But It Has Changed

Every few years, someone declares that SEO is dead.

Usually, what they mean is that the shortcuts no longer work.

SEO is not dead. It has simply grown up.

Why people think SEO no longer works

Old SEO tactics were mechanical.

Stuff keywords into pages. Write thin blog posts. Build links for the sake of it.

Search engines have moved on. Users have too.

If your idea of SEO still looks like it did ten years ago, it probably is not working.

What SEO actually rewards now

Modern SEO is about usefulness, clarity, and authority.

Search engines are trying to surface content that genuinely answers questions and helps users make decisions.

That means:

• Clear structure

• Helpful content

• Real expertise

• Strong internal linking

• Pages written for humans first

The impact of AI search and overviews

AI-driven search features reward content that is well organised and easy to understand.

Pages with clear headings, direct answers, and logical flow are more likely to be surfaced.

This is good news for businesses that actually know their subject.

What SMEs should focus on

You do not need hundreds of blog posts.

You need:

• Clear service pages

• Content that answers real customer questions

• Local relevance if you serve a defined area

• Consistency over time

SEO is no longer a trick. It is a long-term asset.