The SEO diaries: Part 3 – A year on: what’s changed in SEO?

From new algorithms and emerging tech tools to shifting audience behaviours, SEO has once again come on leaps and bounds!

Below, we’ll explore what’s changed, outline how you can adapt and explain why the fundamentals - like a sound content strategy - remain as important as ever.

Algorithm updates and SERP changes

It’s no secret that Google and Bing regularly update their algorithms but, over the past year, we’ve seen a notable emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Basically, Google’s Quality Rater Guidelines have expanded E-A-T to include “Experience,” placing a spotlight on creators who can demonstrate real-world knowledge alongside expertise.

What does this mean for you?

• Focus on credibility: Include detailed author bios, cite reputable sources and provide real-world examples or case studies to showcase hands-on know-how.
• Make the most of SERP features: Featured snippets, “People Also Ask” boxes and video carousels are on the rise. Structuring your content for these formats can help you seize valuable real estate on the search results page.

SERPs themselves have also become far more visually dynamic - images, maps, knowledge panels and local listings now appear more frequently, indicating just how crucial these enhancements have become for visibility.

The AI and automation boom

Unless you’ve been living under a rock (and even then, the news might still reach you!), you’ll know that AI-driven tools like ChatGPT, Google Gemini and Claude Sonnet have injected fresh life (and heated debates) into content ideation, keyword research and SEO copywriting.

How is this relevant to you?

• Faster workflows: AI can accelerate tasks like topic generation and meta description writing, freeing up time for more strategic initiatives.
• Data-driven insights: Tools are becoming more adept at clustering keywords, predicting trends and even tailoring content to specific segments.
• A word of caution: Automation shouldn’t replace genuine human expertise. While AI can lay the groundwork, your unique perspective and audience knowledge deliver authenticity and genuine value - something algorithms still struggle to replicate.

GA4 and the new face of data privacy

If you’ve recently switched from Universal Analytics, you’re likely still finding your feet with Google Analytics 4 (GA4). The interface has changed significantly, embracing event-based tracking rather than page view metrics and introducing new terms like “Engaged Sessions.” GA4 is built to cope with fewer cookies and stricter data privacy rules.

Key takeaways:

• Set up correctly from the start: GA4’s events and conversions require planning, so align your tracking with both your SEO goals and wider marketing strategy.
• Stay compliant: Keep an eye on regulations like GDPR and ePrivacy. According to the Data & Marketing Association, consumer trust in data handling is crucial for brand reputation. Ensure you’re transparent about data collection and handle user consent properly.

Content formats and channels

While written content remains essential, the last 12 months have underscored the rise of short-form video, podcasts and interactive media. On platforms like TikTok, Instagram Reels and LinkedIn video posts are gaining traction, offering brands new ways to capture attention and boost visibility.

What this means for your SEO:

• Multimedia signals: Search engines increasingly recognise and rank video, imagery and audio - so don’t limit yourself to blog posts. Incorporating a branded company podcast and video content into your strategy will likely reward you down the line.
• Building authority: Consistently providing valuable multimedia content can boost brand authority, indirectly benefiting search rankings - even if social signals aren’t a direct ranking factor.
• Adapting for attention spans: People skim-read more than ever. Breaking up text into bite-sized insights - while maintaining depth - improves engagement and shareability.

Strategy remains the real king

In our last blog, we emphasised that content may be king, but strategy is kingmaker. That hasn’t changed. If anything, the whirlwind of updates and tools only highlights the need for a cohesive, well-planned strategy more than ever so you need to:

• Set clear goals: Whether you aim to increase brand visibility, generate leads, or establish thought leadership, every SEO decision - keyword focus, content formats, backlink outreach - should align with these objectives.
• Stay agile: SEO isn’t static. Regularly review your data (via GA4 or another analytics platform) to refine your approach. Watch what’s working, what’s not and pivot as needed.

Backlinks and digital PR

The fundamentals of link-building haven’t shifted drastically, but methods continue to evolve. Gone are the days of quick-fix backlink networks. High-quality, authoritative backlinks from reputable sources remain the gold standard. What’s changed?

• Digital PR is expanding: Thought leadership pieces, sponsored features and collaborative content are on the rise. Building genuine, reciprocal relationships with publishers is key to success.
• Brand mentions matter: Search engines are increasingly adept at recognising brand mentions - even without explicit hyperlinks. This underscores the value of consistent brand presence, both on and off your site.
• Value-driven link-building: If your content is genuinely insightful and well-researched, you’ll attract quality inbound links organically.

Final thoughts: adapting to constant evolution

The last year in SEO has once again reminded us that change is the only constant. Algorithm tweaks, AI innovations, new analytics tools and fresh content formats can feel overwhelming, but they also open up exciting opportunities. Ultimately, success boils down to three core elements:

1. User-centric strategy: Always create content and experiences that solve real problems for your audience, not just for search engines.
2. Technical excellence: A well-structured, fast and user-friendly website underpins every effective SEO campaign.
3. Continuous improvement: Use data - particularly the new insights in GA4—to keep refining your tactics, ensuring your content remains relevant, engaging and discoverable.

It’s an exciting time to work in digital marketing and SEO, and there’s no sign of things slowing down. If you’ve kept your strategy front and centre over the past 12 months, you’re already a step ahead. And if you’re just starting out, it’s never too late to realign your SEO efforts, harness the power of new tools, and keep adapting to remain visible in an ever-busier digital landscape. We’re always here if you need help with an SEO audit, a content strategy refresh - or if you just fancy chatting about the latest industry updates. Get in touch and let us show you how we became the multiplier agency through data x technology x creativity.