Defining an SEO strategy is essential for any business aiming to achieve online success. With the continuous evolution of search algorithms and the introduction of new tools and features, such as AI, also known as SGE (Search Generative Experience), and Featured Snippets, adopting a holistic approach that integrates technical SEO, content, UX, and links is crucial.

This article delves into the key components of an SEO strategy, emphasizing the importance of brand authority, understanding the intent behind keywords, and the necessity of adapting to ongoing changes in the digital landscape.

Furthermore, it discusses the importance of building a strong presence on platforms beyond Google, such as Quora, Reddit, and TikTok, to reach a wider and more diverse audience.

How to Define an SEO Strategy

Let’s begin by dispelling any siloed notions you might have about SEO—they need to disappear immediately.

• Technical SEO, content, UX, and links all fall under the umbrella of growth marketing. This approach combines experimentation, data analysis, and continuous optimization to identify and leverage growth opportunities at every stage of the marketing and sales funnel.
• Google is essentially trying to recreate the web within a single dashboard. With this in mind, you need to think about SEO similarly. Consider the various types of search results, often referred to as search verticals.
• AI overviews are a major game-changer, but Google has also introduced features like “People Also Ask” and featured snippets, among others. Every search is unique, varying by vertical and search intent.

When it comes to branding, leaked information about Google’s algorithm has made it clear that both brand authority and the authority of your authors and experts are crucial. This importance goes beyond simply achieving a better position in the SERPs; it means you have a greater chance of appearing in various options that Google presents to users.

There isn’t a single set of tasks, SEO checklists, or ready-made recipes to master for driving traffic from Google. You need to understand your vertical (e.g., E-commerce, Blog, News, LP) and identify the intent behind searches to structure data accordingly.

Furthermore, it’s essential to look beyond Google as the sole search engine for your strategies. Incorporate other platforms like Quora, Reddit, TikTok, Instagram, LinkedIn, and user forums into your planning, as these are excellent venues for building your brand.

Your strategy should include the following:

• Conduct thorough research and gain a deep understanding of your customers, including an in-depth persona analysis. 
• Analyze the intent behind keywords and tailor your content to address it. Is your audience’s search intent navigational, informational, commercial, or transactional? Each intent corresponds to a different stage in the buying journey. 
• Identify the types of content that only you, and not AI, can provide, such as expert opinions, proprietary research, and unique data. 
• Focus on building the brand for your organization and its key voices or authors.

Equally important is ensuring that your tracking and reporting systems are set up to provide insights into how users are finding you and what actions they take once they arrive at your site. Tools like Hotjar, CrazyEgg, and setting up a funnel in GA4 can be invaluable for this task.

This has always been true for SEO: the best-positioned teams, sites, and pages are those that have the resources to answer questions about which strategies are changing, which ones are working, and what needs to be adjusted. This allows them to make quick corrections and adaptations as necessary.

How to Build an SEO Approach in the Age of AI

If you were crafting an SEO strategy around 2013-2014, you might have followed practices like:

• Creating thousands of pages to rank for millions of keywords.
• Producing a large volume of generic content to boost views and clicks.
• Buying or exchanging links and distributing numerous low-quality articles on other sites to climb search engine rankings.

If this doesn’t seem like the right way to attract customers and build a solid brand, you’re correct!

Today, effective SEO professionals focus on metrics such as user engagement and the impact on the sales pipeline and revenue, rather than merely chasing views and rankings.

With this in mind, a good approach to starting your SEO strategy in the age of AI includes:

• Create dozens or even hundreds of high-quality pages in your category that provide valuable insights for users seeking solutions to their problems. This should include presenting multiple solutions, not just those offered by your company.
• Keep these pages constantly updated and look for ways to evolve the content as users’ needs change.
• Build your brand and the reputation of your experts on platforms beyond Google, such as TikTok, Instagram, Reddit, and industry-specific forums.
• Conduct your own research and develop thought leadership content that strengthens your brand and demonstrates to industry professionals and journalists that your content is a valuable resource.

Understanding SEO in the Age of AI

In the ever-evolving SEO landscape, adapting to changes and understanding user intent are crucial for success.

Implementing a strategy that prioritizes brand authority, authentic content, and user engagement can significantly enhance your company’s visibility in SERPs and other relevant platforms.

By focusing on data insights and adopting an integrated approach that includes technical SEO, content marketing, and UX, you’ll be well-prepared to tackle the current and future challenges of digital marketing. With these well-structured techniques, you won’t need to worry about acquiring links—they will come naturally.

Invest in continuously building your brand and updating your content to maintain a strong online presence that drives new business.

Rely on experts renowned for strengthening their clients’ brands, recognized as the best PR agency in the world by PR Week. Trust Sherlock Communications to craft your next SEO strategy.