Navigating Two Decades of SEO: Embracing Change and Thriving in an AI-Driven World

So, I’ve been thinking a lot lately about how much the world of SEO has changed over the past couple of decades. It’s hard to believe it’s been over 20 years since I first dipped my toes into this ever-shifting landscape. Back in the late ’90s, I was just a computer science grad with a penchant for coding, not knowing that SEO would become such a pivotal part of my career.

I remember in 2004, working at this digital agency in London. I was heading up the development team, and we were churning out websites for big companies left, right and centre. It wasn’t long before these companies started asking, “How do we get our sites to rank on this Google thing?” So, in classic fashion, I was told, “Edd, you’re now our SEO expert.” Never mind that I hadn’t the foggiest idea about SEO at the time.

So there I was, thrown into the deep end, trying to figure out how to make websites rank. Back then, resources were scarce. We didn’t have Twitter, Facebook, or the myriad of online communities we have today. Everything was forum-based. I spent countless hours on SEOchat.com, soaking up every piece of knowledge I could find. It was a fascinating time – a mix of trial, error, and a fair bit of guessing.

My journey into affiliate marketing began around this time too. Marrying SEO with affiliate marketing was a bit like discovering peanut butter and jam – two things that, when combined, just made sense. Not long after, I took the plunge and set out on my own. I started building a portfolio of affiliate sites, but the one that really took off was Broadband.co.uk. It was one of the UK’s first broadband comparison sites, and we ran it successfully until 2021 when we sold it to a competitor.

Selling Broadband.co.uk was a significant milestone. It allowed us to take some money off the table and explore new ventures. Today, I still run a bunch of affiliate sites, but I’ve also branched out into software as a service (SaaS), developing SEO tools like KeywordsPeopleUse.com.

Now, let’s talk about the elephant in the room – the ever-evolving nature of SEO and how AI is shaking things up. There’s been a lot of chatter about Google’s helpful content update and the rise of AI tools like ChatGPT. Some folks are even saying that Google Search is on its last legs because everyone’s turning to AI for answers. I even caught myself doing just that the other day!

But is SEO dead? Not by a long shot. It’s changing, sure, but it’s not going anywhere. The helpful content update is Google’s way of cutting out the fluff – those sites that were gaming the system without providing real value. It’s hitting sites with thin content and pushing for quality over quantity.

I’ve always believed in writing content for humans first. That’s the philosophy behind KeywordsPeopleUse.com. Instead of chasing high-volume keywords, we focus on finding the questions people are actually asking. It’s about understanding your audience’s needs and providing genuine answers.

The rise of AI does pose some interesting challenges. For instance, when I was tinkering with some workflow automation tools last week, I turned to ChatGPT for help instead of Google. It was quicker and to the point. But here’s the thing – AI like ChatGPT gets its information from content that’s already out there. That means, as content creators, our work is still essential. We’re the ones feeding the AI with information.

For businesses, this means your website isn’t just a platform for potential customers; it’s a resource for AI models to learn from. But don’t panic. If you’re providing valuable, expert content, you’re still in the game. AI can’t generate new knowledge or expertise on its own. It needs us for that.

When it comes to services or products, especially those that are ever-changing like prices or availability, Google Search is still king. AI models aren’t always up-to-date with the latest information. So, if someone’s looking to buy a new dishwasher or hire a decorator in their local area, they’re likely still turning to Google.

There’s also the matter of AI potentially ‘stealing’ our content without proper attribution. It’s a valid concern, but I believe there will be shifts towards more transparency and referencing. Even now, we’re seeing AI tools starting to include links to source material. The relationship between AI and content creators is symbiotic. They need our content to function, and we can benefit from the traffic and recognition they can bring.

So, what’s the takeaway here? As business owners and content creators, we need to adapt. Focus on creating high-quality, expert content that provides real value. Understand that while AI is changing the way people find information, it doesn’t replace the need for original thought and expertise.

For those in the affiliate marketing space or running content sites monetised through ads, it’s a time to reassess strategies. The days of pumping out thin content are over. It’s about depth, quality, and genuinely helping your audience.

In the end, SEO isn’t dead; it’s evolving. Just as it has many times before. And as someone who’s been in the game for over two decades, I can tell you that adaptability is key. Embrace the changes, keep learning, and continue to provide value. That’s how we’ll navigate the future of SEO in an AI-driven world.

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