AI evolution has impacted search algorithms and SEO strategies greatly. Most of the SEO advice today comes from a pre-AI era. But search engines then used to rely on heuristic rules crafted by humans. The landscape has shifted drastically now.

Creating content for a website started with keyword research initially. SEOs used to analyze the content of competitors and craft similar but slightly improved versions. Further keyword research used to fill the gaps. The process often involved addressing related questions found in tools like “People Also Ask.” Hence, it led to the creation of extensive content that mainly aimed to be relevant to the search engines. However, the method rarely produced truly original content.

SEO agencies try to enhance technical aspects of a website like internal link structures, external link building and overall site optimization. The efforts are valuable and can improve visibility to search engines. But often the content failed to be helpful to users.

Technical SEO is far from obsolete. A well-optimized, fast and technically sound website is important. Some of the popular agencies can still greatly aid Google’s understanding of a business. They help in enhancing its perceived expertise, authoritativeness and trustworthiness (E-E-A-T). Technical improvements can indeed lead to better rankings in some cases. However, the key is to create helpful content and it lies in producing material that genuinely aids users.

Businesses have always been advised to improve their search presence through meticulous analysis of Google’s guidelines. It followed with extensive checklists and training materials. The intention was to help clients understand and meet Google’s criteria.

SEO community has always treated Google’s guidelines as a series of checks. However, the guidance was never meant to be a checklist. It offered insights into what users find helpful. The algorithm is designed to reward content that aligns with user preferences.