3. SEO isn’t dead, it’s our approach that should be buried–Helpful content & EEAT are not a strategy

Traditionally, SEO has focused on ranking the website in Google. Now that Google demands helpful content and EEAT, our reflex is to figure out how to implement those on the website.

According to Chantal, this website-central approach where it’s about rankings and increasing traffic needs to be questioned.

The role of the website is undergoing a profound transformation. In an era of platformization and instant AI answers, driving traffic is more challenging than ever. Our goals are at odds with those of Big Tech and when we look at Google, it’s clear that the website is increasingly taking a backseat.

So the internet has matured, but our SEO strategies have hardly evolved. If you think helpful content, author bios, and ‘About Us’ pages are SEO’s top priorities, you have a serious problem.

In this session, Chantal will guide you through the changes shaping the industry and outline their implications for different types of businesses. She’ll challenge you to think about what you’re doing and why.

• Is this the best choice for today?
• Is it the best choice for tomorrow?

Is it the best choice for next year, given the specific company you work for?And of course, we need to discuss the roles of the SEO specialist, SEO copywriter, and content marketer. How will you ensure that your skills remain relevant in a world that is becoming increasingly visual, moving toward zero-click searches, instant answers by AI and where Google is gradually taking over more tasks traditionally handled by websites?

Speaker(s)