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Laney Said

How SEO Strategy Today Differs from Traditional SEO

Let’s get on the same page and use the right words out of the gate.

  
Keyword

The old “secret code” for search engines. It’s the exact word or phrase you’d try to fit into your content to get noticed.

Citation

Like a footnote in a paper. It’s a direct link back to your page, showing where the AI got its information. It’s proof that your work is a trusted source.

Semantic Intent

The real reason someone is searching. It’s the “why” behind their words. For example, a search for “what to do with old phones” has the intent to find ways to recycle or reuse them.

Content Half-Life

A fancy term for how long your content stays fresh. In the age of AI, information gets old fast, so your content might need frequent updates.

Generative Engine Optimization (GEO)This is the new SEO. It’s a strategy that focuses on making your content so clear, trustworthy, and helpful that AI systems will use it to create their own answers.

 

How SEO Strategy Today Differs from Traditional SEO

The shift from traditional SEO to a modern AI-focused strategy is a fundamental change in how we approach content. It’s no longer about tricking a simple computer program; it’s about earning trust from a system that’s designed to think more like a human.

The key difference is a shift in your primary audience. The old SEO strategy was focused on a set of algorithms that understood keywords and backlinks. The new AI search strategy focuses on an audience that is a sophisticated AI model that understands natural language, context, and human-like concepts of authority. The strategy is to create content so good that the AI, acting as a smart human, would trust it as a source of truth.

The New Playbook: Traditional SEO vs. AI Search Strategy

 

Traditional SEO

AI Search Strategy Today

Focus

Keywords: The goal was to target specific keywords to rank a web page. This often led to “keyword stuffing” and content written for machines.

Answers & Expertise: The goal is to answer a user’s question completely and authoritatively. This requires a deep understanding of a topic, not just keywords.
Content Goal

Get a high ranking on the search results page (e.g., #1). This was the primary measure of success.

Get featured inside the AI-generated answer or “AI Overview.” The goal is to be a cited source, which builds brand trust even if a click doesn’t happen.
Authority Signals

Backlinks: Authority was primarily determined by the number and quality of links from other websites.

Citations & Mentions: Authority is built by being cited as a source by AI models, and by consistent mentions across the web (including in articles, reviews, and forums).
Content Structure

Often long, dense text blocks
that were difficult for humans to read but packed with keywords.

Structured for Clarity: Use descriptive headings, bullet points, and tables. This helps the AI easily read, summarize, and extract key information.
User Experience

The primary goal was to get
the user to click a blue link and visit your website.

Provide a complete answer right inside the AI’s response. The focus shifts from a “click” to a “citation” and a “trust signal.”
Relevance

Keyword Match: Did the
exact keywords on your page
match the search query?

Semantic Intent: Did your content truly understand and answer the user’s underlying question, regardless of the exact phrasing?

Content Updates

You could often “set it and
forget it” after a page
ranked well.

Content has a half-life. You must regularly update it to remain relevant and signal that you are an “ongoing voice” in the conversation.

The Hybrid Approach: The Best of Both Worlds

While AI search is changing the game, it’s important to note that traditional SEO isn’t completely dead. Many AI models, particularly Google’s, still rely on a strong foundation of traditional SEO to find and evaluate content.

Traditional SEO still matters for:

  • Technical SEO (site speed, mobile-friendliness)
  • Manual link building
  • Creating a strong overall website architecture

AI search elevates:

  • The importance of high-quality, people-first content
  • Topical authority
  • Brand-building

The most effective strategy today is a hybrid approach. Use traditional SEO to ensure your content is technically sound and visible, and then use an AI search strategy to ensure your content is a trusted, authoritative source that a smart AI—and a smart human—would want to rely on.

With Love, Laney

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