Essential SEO Trends for Marketers

Search Isn’t Dying, but it’s Splintering. Neal 🎙 Schaffer outlined a reality that many B2B marketers are now facing: Traditional SEO no longer guarantees visibility or clicks. AI-generated summaries. Zero-click search. Social-as-search behavior. Everything is changing in how buyers discover, vet, and make decisions. In B2B, the implications run deeper. Buyers aren’t just skipping Google, they’re skipping entire funnel stages. Tools like ChatGPT, Perplexity, and Copilot are helping decision-makers self-educate faster, often without ever visiting your site or filling out a form. NetLine’s latest consumption data, which I posted about recentl,y reinforces this: • AI-related content consumption grew 186% year-over-year. • But the average delay between requesting and consuming content jumped 23%. • Attention spans aren’t shrinking, but prioritization windows are. So what’s the move? This isn’t just an SEO problem. Instead, it’s a distribution and trust problem. Influence, human or algorithmic, is now earned across a wider surface area. Three shifts to consider: 1: Shift from keywords to questions your buyers ask. Content that directly answers buyer needs (not just ranks) has a better chance of being surfaced, cited, or shared. 2: Design for redistribution. That ebook, podcast, or interview isn’t a campaign in and of itself; it’s a content engine. So, break it up. Multiply the touchpoints so your buyers can find it. 3: Build to be cited. LLMs reference high-quality, structured, insight-rich material. So do B2B buyers. The web hasn’t stopped searching. It’s just decentralized and split up. The goal isn’t traffic for traffic’s sake. It’s trusted presence—across more moments, more channels, more minds.

Lazy content is dead. Joe Lazer (Lazauskas) nailed it in his post (full article in comments): Generic, keyword-stuffed content is dead. But what does the “death of SEO” really mean for founders and marketers? It’s not that SEO is gone. It’s that the old playbook—writing for algorithms, not humans—is finished. What’s actually dying: ❌ Keyword-stuffed blogs: Ranking with generic “What is X?” articles. ❌ Chasing the algorithm: Writing for bots, not buyers. ❌ SEO as a shortcut: Hoping search alone will drive discovery. What’s replacing it: ✅ Human-first content: Content that’s worth reading even if SEO didn’t exist. ✅ Platform-based search: Consumers are finding brands on TikTok, LinkedIn, and YouTube—not just Google. ✅ AI-driven search results: With Google’s zero-click answers, ranking #1 doesn’t guarantee visibility. 𝗧𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝗯𝗲𝗹𝗼𝗻𝗴𝘀 𝘁𝗼 𝗯𝗿𝗮𝗻𝗱𝘀 𝘄𝗶𝘁𝗵 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝘁𝗼 𝘀𝗮𝘆. This is good news, because you can control that. As Lazauskas wrote: If your brand doesn’t stand for something, it won’t stand out. From The Outlier Initiative lens, the content that wins is: ✅ Opinionated: Bold brands get remembered. Liquid Death sells water—but what you’re buying is rebellion. ✅ Distinctly human: AI can write, but it can’t resonate. People connect with people. ✅ Genuinely entertaining: People don’t owe you their attention. You have to earn it. ✅ Personality-driven: Brands that win have a voice. Is yours showing up—or hiding behind corporate speak? Content is a brand asset, not an afterthought. Forget chasing trends. Instead: ➜ Tell one pervasive story across every touchpoint. ➜ Share your POV on the industry you’re shaping. ➜ Make your audience feel something—or don’t bother. The bar for attention has never been higher. So here’s the real test: 𝗪𝗼𝘂𝗹𝗱 𝗮𝗻𝘆𝗼𝗻𝗲 𝗰𝗮𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗶𝗳 𝘆𝗼𝘂𝗿 𝗹𝗼𝗴𝗼 𝘄𝗮𝘀 𝗿𝗲𝗺𝗼𝘃𝗲𝗱? If not, it’s time to rethink your approach. Are you seeing this shift too? Which brands are actually worth following for their content?👇

SEO is becoming product marketing. Not content marketing. Not demand gen. Not just ranking blog posts. If your SEO strategy isn’t rooted in product marketing, here’s what starts breaking: ❌ Traffic goes up, but activation doesn’t ❌ You rank for keywords that never convert ❌ Your best content drives no revenue ❌ Your product pages get ignored while your blog posts win awards Here’s what the best SaaS teams are doing instead: ✅ Notion ranks for high-intent workflows like “how to build a wiki” — and the page is the product. ✅ ClickUp dominates “alternatives” and “best tools” keywords, but every page pushes the reader toward evaluating ClickUp, not just consuming content. ✅ Ramp creates CFO-level content that starts with a pain point (“how to reduce SaaS spend”) and ends with why their product is the solution. This is what SEO looks like in 2025: → Feature-led use cases → Product + content teams working together → SEO focused on getting the product in front of the right buyer, in the right context It’s not about publishing more blog posts… it’s about making the product the content. We’re helping a lot of SaaS companies shift in this direction at uSERP. But I’m curious: How are you bringing product and SEO closer together? 👇 Drop your thoughts — I’d love to compare notes.

When I started in SEO, traffic was everything. Then, SEO changed. Google got scary good at predicting what content would satisfy a search. So I started optimizing for the searcher, not the search engine. Today, your customers are using different search engines for different types of searches. For informational searches: generative AI platforms like ChatGPT and Perplexity deliver a better experience -- At best, these platforms feel like a natural language conversation with a knowledgeable friend or trusted expert. For transactional searches: traditional search engines like Google work better, helping you find product pages, local businesses, and specific websites. Today AI search platforms send less traffic, but still represent a huge opportunity to capture organic demand. It’s time to change our SEO and content strategies for gen AI search. Here are 5 changes I would make now: ❌ Stop ignoring zero-click searches because they don’t appear in analytics ✅ Embrace zero-click searches as opportunities to build brand awareness ❌ Stop worrying about rankings and traffic volume ✅ Get forensic about what converts traffic into customers — then  double-down on THAT ❌ Stop publishing tons of informational long-form blogs ✅ Use AI to create interactive content that helps guide customers to a purchase decision ❌ Stop overspending on performance marketing ✅ Overspend on audience research, community engagement and brand building ❌ Stop relying on keyword-research tools to create generic content ✅ Talk to your customers to better understand the questions they ask when making a purchase decision What do all these changes have in common? Focus MORE on customers and LESS on search engines. The key is to understand YOUR customers’ search behavior. Do your research: Start by asking your customers how they search for information about your products. Stop obsessing over traffic and start targeting the search intents that drive conversions. More information: Download our SEO for Revenue Guide (link in the comments).

SEO just got a whole lot bigger. Let’s stop pretending “Search Engine Optimization” still means what it used to. It’s no longer just about ranking on Google. It’s not about keywords and backlinks alone. It’s not even about traffic, at least, not in the way we used to measure it. Welcome to the era of Search Everywhere Optimization. NO, I didn't create this term, but I like it. Your buyers? They’re not just “Googling” anymore. They’re scrolling LinkedIn. Searching TikTok. Asking ChatGPT. Checking Reddit. Voice-commanding Siri. Getting recommendations inside Facebook Groups. This isn't a trend. It’s a tectonic shift in behavior. The modern buyer is search-savvy, but not search-engine dependent. So if your strategy only revolves around Google rankings, you’re invisible in 80% of the places people are actively seeking answers. At Elevated, we’ve always believed content is the root of all marketing. Now, it's the root of discovery everywhere. Here’s how we’re helping brands win in today’s search-first, platform-native world: We start with your site. Your blog is still the source of truth. We build multi-format content. Video, carousels, voice, and an AI-friendly structure. We optimize for intent, not just keywords. Matching content to real buyer journeys. We embrace zero-click visibility because showing up in the answer is as critical as being the link to it. We speak every platform’s SEO dialect fluently – From LinkedIn metadata to TikTok trends. We repurpose intelligently, turning one blog into 10+ optimized touchpoints. We unify brand messaging everywhere. Because trust is built through repetition and consistency. Here’s the mindset shift: You’re not just competing for traffic. You’re competing for visibility in an ecosystem where answers are generated, not just linked. The brands that understand this and show up across search experiences are the ones becoming category leaders. If you're still playing the old SEO game, it’s time to rethink. Where is your content showing up? Where is it missing? Because in this new landscape, visibility is not optional. It’s existential. #SearchEverywhereOptimization #ModernSEO #ContentStrategy #AISEO #DigitalMarketing #SearchBehavior #MarketingStrategy

Traditional SEO is dying, but not how you think. Here's what actually works in 2025. We just witnessed HubSpot's traffic tank from 7.5M to 2M. Many are panicking. But here's the truth: mediocre top-of-funnel content was always dead weight. 5 tactics driving revenue now: 1. The "Who" matters more than ever When everyone's saying the same thing, the messenger becomes the differentiator. In crowded markets, founder brand cuts through the noise. • Founders need to be visible and vocal • Build domain expertise publicly • Turn sales calls and customer interviews into content 2. ICP-first content (not keyword-first) Stop looking at keywords first. Start with deep customer research. • Run ICP surveys with Wynter for voice of the ICP data • Mine sales call transcripts for pain points • Layer in product solutions • Only then optimize for search 3. Product-led SEO is the next frontier. Turn your product features into discoverable, searchable experiences. • Build template libraries • Create interactive tools • Example: Zapier's integration directory - simple idea, massive SEO impact • Focus on high-intent, solution-aware searches 4. Original research is your moat In a world where AI can write anything, proprietary data wins. • Package your product usage data • Produce survey-based industry reports (data easy to get with Wynter) • Create annual state-of-industry reports • Visualize trends no one else sees 5. Surround Sound strategy Own every conversation about your category. Here's the playbook: • List your top 5 product category keywords • Create comparison pages for each • Partner with "frenemies" for cross-promotion • Get listed on review sites • Build relationships with non-competing rankers • Launch your own "best of" lists The content format playbook has changed too: • Long-form "ultimate guides" → Dead • Definition posts → Skip these (AI has taken these over) Focus on: • Data stories (original research ftw) • Interactive tools • Expert analysis • Customer case studies with real metrics • Product-led content that solves problems The winners in 2025 won't have the biggest content budget. They'll have the deepest customer understanding and unique value to share. P.S. These insights are from Alex Birkett's recent workshop with Wynter. Full video on YouTube.

Stop optimizing for Google alone in 2025. Traditional SEO is evolving fast. Your audience isn't just on Google anymore. They're asking ChatGPT for product recommendations, Watching "how-to" videos on TikTok and Instagram, And skipping traditional search entirely. This is why "Search Everywhere Optimization" matters now: 1️⃣ AI Overviews are changing the game 🤖 ↳ 30% of Google queries now show AI summaries above organic results. 2️⃣ Short-form video is the new search engine 📱 ↳ Gen Z goes to TikTok before Google for many queries. 3️⃣ AI chat platforms cite authoritative sources 💬 ↳ Is YOUR brand the one being referenced? 4️⃣ E-commerce searches start on Amazon 🛒 ↳ Product queries often bypass Google completely. 5️⃣ Zero-click results are increasing 👆 ↳ Users get answers without visiting your site. 6️⃣ Voice search provides just ONE answer 🎙️ ↳ There's no "page 2" on Alexa or Siri. 7️⃣ Technical SEO alone won't save you 🛠️ ↳ Quality content optimized for multiple platforms will. 8️⃣ AI Agents are automating the entire workflow ⚡ ↳ From keyword research to publishing, in minutes not weeks. The brands that survive will adapt to this fragmented search landscape. They'll create content optimized for ALL platforms their audience uses. And they'll leverage AI to move faster than competitors. What SEO shifts are you seeing in your industry? Share your observations below ⬇️

We are undergoing a minor crisis in marketing. Hubspot and G2 have seen their SEO traffic drop 80%. The problem? Marketers are focusing on how to CREATE content using LLMs - when they need to MARKET content to LLMs. Unless you start creating content for LLMs as one of your PRIMARY audience, your reach will collapse and your visibility will vanish. Your buyers are now using LLMs and AI answers to find you. Search engines are coping with this change and changing algorithms. There is a new playbook. Adapt or disappear. 2000-2025: RISE OF SEO AND CONTENT MARKETING If the search engines couldn’t find you - you did not exist. Here’s the traditional playbook to get noticed by Search engines: - Thought leadership content: Unique insights developed for target audience to position the brand as a trusted expert - Content optimized for organic keyword discovery: carefully crafted high intent keywords to rank high on search engines and drive inbound traffic - Authority and backlinking: build high quality backlinks via guest posts or strategic partnerships - Long form articles that sparked discussions: Optimized for social discovery, engagement and conversations - SEO excellence: ensure fast loading, mobile friendly pages with strong internal linking for better indexing 2025 AND BEYOND : RISE OF LLMs AND AI In future - If the LLMs cannot find you, you do not exist. Here’s an emerging playbook to get a favorable presence in LLMs. - SEO is evolving to include LLM content discovery - Content optimized for LLMs to better position you against competitors - Make your support docs, use case docs and knowledge base public for LLMs to crawl. More content and case studies leads to better positioning.  - Thought leadership content and social engagement still works - Optimize for AI overviews while still pursuing organic authority - Your brand is more than just your website or search engines. Every podcast, YouTube video, blog post, and Reddit comment will be parsed by LLMs to shape your company knowledge graph.  - GEO Excellence: Master Generative Engine Optimization (GEO) to stay ahead. - LLMs are evolving. Use them to your advantage. Monitor brand perception, track competitors, and feed the right content to shape your narrative. GEO programmatic tools and agencies are coming - but don’t wait. Your buyers are already searching for you on ChatGPT. Run the same searches and manage your presence on LLMs. Ensure you stand out against your competitors and if you don’t, find a way to feed the right content to LLMs.  TAKEAWAY: SEO evolution is already happening whether you like it or not. Your buyers will increasingly use LLMs to find you. Your organic reach is now getting decentralized. Control your narrative or let AI control it for you. 

2025 SEO is going to be vastly different than before. Whoever is still playing in 2024 tactics needs to catch up (part 1/6)👇 Google is losing its monopoly and it's your SEO's responsibility to be on top of what's coming. Here are the top things that are going to change: Only certain keyword categories are going to keep delivering quality traffic from Google. ↳ In fact, searchers are going to 𝘱𝘳𝘦𝘧𝘦𝘳 Google search for these categories over LLMs. Those are: 1. Vendor & solution comparison queries 𝗘𝘅𝗮𝗺𝗽𝗹𝗲 𝗾𝘂𝗲𝗿𝗶𝗲𝘀: • “Compare [Vendor A] vs. [Vendor B]” • “Top [Industry] CRM software” • “Best [Technology Stack] providers for enterprise” 𝗪𝗵𝘆 𝗚𝗲𝗻𝗔𝗜 𝗰𝗮𝗻'𝘁 𝗿𝗲𝗽𝗹𝗮𝗰𝗲 𝘁𝗵𝗲𝘀𝗲 𝘆𝗲𝘁: • B2B buyers rely on detailed comparisons to evaluate pricing, features, and integrations. • User-generated content (UGC) and verified experiences drive trust. • Google surfaces in-depth evaluations and reviews better than generic LLM summaries. • Tools add and improve features rapidly and serious users require real-time data. 2. Regulatory and compliance-focused searches 𝗘𝘅𝗮𝗺𝗽𝗹𝗲𝘀: • “Is [HR software] GDPR-compliant for EU hiring?” • “SOC 2-certified CRMs for enterprise sales teams” • “Compliance automation tools for managing AI marketing campaigns” 𝗪𝗵𝘆 𝗚𝗲𝗻𝗔𝗜 𝗰𝗮𝗻'𝘁 𝗿𝗲𝗽𝗹𝗮𝗰𝗲 𝘁𝗵𝗲𝘀𝗲 𝘆𝗲𝘁: • Compliance requires verifiable, up-to-date information tied to certifications and regulatory frameworks. • Google surfaces authoritative, linked resources such as whitepapers, compliance checklists, and vendor assurance pages. 3. TOFU "what is" content for emerging trends or high-risk topics ("what is" content for common knowledge is OUT) 𝗘𝘅𝗮𝗺𝗽𝗹𝗲𝘀: • "What is GEO/LLM optimization?" • "What are Flying Cat 's 2025 offerings?" 😉 • "What is generative AI compliance?" 𝗪𝗵𝘆 𝗚𝗲𝗻𝗔𝗜 𝗰𝗮𝗻'𝘁 𝗿𝗲𝗽𝗹𝗮𝗰𝗲 𝘁𝗵𝗲𝘀𝗲 𝘆𝗲𝘁: • For some emerging trends, we're all still learning about it so GenAI doesn't have much to work on, and updates too slowly • You don't want to take compliance advice from a generative text - you want real practitioners to give it to you. 4. Procurement & stakeholder alignment queries 𝗘𝘅𝗮𝗺𝗽𝗹𝗲 𝗾𝘂𝗲𝗿𝗶𝗲𝘀: • “RFP template for selecting [Solution]” • “Checklist for IT vendor risk assessment” • “Vendor scoring matrix for SaaS procurement” 𝗪𝗵𝘆 𝗚𝗲𝗻𝗔𝗜 𝗰𝗮𝗻'𝘁 𝗿𝗲𝗽𝗹𝗮𝗰𝗲 𝘁𝗵𝗲𝘀𝗲 𝘆𝗲𝘁: • These queries support cross-functional teams (IT, finance, procurement) with templates and frameworks. • Google excels at delivering actionable, detailed resources over generic summaries. I'm out of characters, but more GenAI-proof keyword categories coming tomorrow. Hit the 🔔 to get notified. Looking for an SEO agency that's going to support you through the change? DM me - we're taking on clients in 2025

Website traffic was a valuable metric correlated to growth. Now it may be a vanity metric, not correlated to growth. Search has been disrupted. Visits to your website are declining. So, marketers - what now? The search landscape was already shifting (I talked about this at INBOUND last year). Now, the change is accelerating dramatically: - AI Overviews appear in 43% of Google searches – when they do, organic CTR drops by nearly 35%. - Google’s AI Mode and audio AI overviews are coming – they will cause clicks to collapse further. - More buyers are using LLMs to find information, ChatGPT search in Europe grew 3.7x in six months. So, what should marketers do? And how can AI help? 1. Be everywhere and diversify your channels The days of relying solely on Google search are way over. You need to show up on YouTube, LinkedIn, Instagram, podcasts, and in niche communities. The good news? AI makes multi-channel, multi-format content creation scalable – even for small teams. 2. Be specific with context In the past, broad informational content was the way to rank in Google. Today, buyers expect results deeply relevant to them, whether they’re on Google, LLMs, or Reddit. You need specific content that reflects your expertise and resonates with your buyers. 3. Optimize for conversion, not clicks Traffic was once the lever you could pull. Now, conversion is where the opportunity lies. AI enables you to deliver personal messages that drive better conversion. Don’t ask, “How do we get more blog visits?” Ask, “How do we convert more prospects into customers across all channels?” The changes in search are sending shockwaves across marketing teams and media companies everywhere. The era of traffic-based marketing is ending. But a new era full of opportunity is just beginning. Super exciting times for marketers to reinvent the playbook!