How to Adapt Your SEO Strategy for 2025 and Beyond with Eli Schwartz

Eli Schwartz, renowned SEO expert and author of "Product-Led SEO", shared invaluable insights on how modern SEO teams can bridge the gap between their ideal strategies and the day-to-day realities of driving organic growth. With the rise of AI-generated content and impending algorithm updates, Schwartz emphasized the importance of adapting SEO approaches to align with evolving user needs and search engine capabilities.

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Quick Recap of Key Takeaways

• Real SEO should focus on the user experience across various search engines, not just Google
• Mid-funnel content will become increasingly important as users seek more in-depth information to guide their decision-making process
• AI content alone won't lead to penalties, but poor-quality content will; use AI to scale content creation while maintaining human oversight
• Effective communication and confidence in presenting SEO recommendations are crucial for gaining buy-in from senior leadership
• Soft skills, such as diplomacy and the ability to influence without authority, are essential for driving successful SEO initiatives

The Challenge Faced

Many SEO teams find themselves stuck in outdated practices, focusing on tactics like keyword stuffing and link buying that no longer align with the sophisticated algorithms and user expectations of today. This disconnect often stems from a lack of understanding among senior leadership about the evolving nature of SEO, leading to a fixation on vanity metrics like keyword rankings rather than meaningful business KPIs.

The Results Achieved

By adopting a user-centric, product-led approach to SEO, teams can:

• Drive sustainable organic growth by creating content that genuinely serves user needs
• Improve engagement and search visibility by focusing on mid-funnel content that guides users through the decision-making process
• Future-proof their strategies against algorithm updates by prioritizing quality over quantity in content creation

Workflow Deep Dive

Adapting to the Evolving Search Landscape

SEO teams must embrace a more holistic approach that considers the entire user journey across various search engines and platforms. This involves:

• Conducting user research to identify pain points and opportunities for content creation
• Leveraging AI tools to scale content production while maintaining human oversight for quality control
• Collaborating with cross-functional teams, particularly product and engineering, to ensure SEO is integrated throughout the user experience

Key tips:

• Start small and iterate on your workflows, gradually adding complexity as you prove the value of your approach
• Break down silos and build relationships with other teams to gain buy-in and resources for SEO initiatives

Best Practices and Key Learnings

Focus on User Intent, Not Just Keywords

As search algorithms become more sophisticated, it's crucial to create content that genuinely serves user needs rather than simply targeting keywords. Dig deeper into the user journey to identify opportunities for mid-funnel content that guides users through the decision-making process.

Leverage AI Responsibly

While AI can be a powerful tool for scaling content creation, it's essential to maintain human oversight to ensure quality and brand consistency. Use AI to generate first drafts and ideas, but always have a human editor review and refine the content before publishing.

Communicate with Confidence

To gain buy-in from senior leadership, SEO professionals must communicate their recommendations with confidence and clarity. Be prepared to explain the reasoning behind your strategies and back them up with data and real-world examples.

Build Cross-Functional Relationships

SEO success often hinges on the ability to influence and collaborate with other teams, particularly product and engineering. Invest time in building relationships and demonstrating the value of SEO to gain allies and resources for your initiatives.

Embrace Soft Skills

In addition to technical expertise, soft skills like diplomacy, persuasion, and adaptability are essential for navigating the complex organizational dynamics that often surround SEO. Focus on honing these skills to drive meaningful change and progress in your role.

Putting the Insights into Practice

As the search landscape continues to evolve, SEO professionals must adapt their strategies to stay ahead of the curve. By focusing on user needs, leveraging AI responsibly, and building cross-functional relationships, you can position your team for success in 2025 and beyond.

Remember, progress often happens incrementally, so start small and celebrate the wins along the way. With persistence and a commitment to continuous learning, you can transform your SEO approach and drive sustainable growth for your organization.

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