SEO has never changed faster than in the past 18 months. Between AI Overviews, Core Updates, and the rise of generative search, the old playbook needs a serious update.
E-E-A-T Is Everything
Experience, Expertise, Authoritativeness, Trustworthiness — Google now rewards content that demonstrates genuine first-hand experience. That means case studies, real data, and named authors with credentials.
Topical Authority Over Single Pages
Ranking for one keyword isn't enough. Google wants to see that your site covers a topic comprehensively. Build content clusters — a pillar page supported by detailed subtopic articles — to establish authority in your niche.
Page Speed Still Matters
Core Web Vitals remain a ranking factor. A slow site doesn't just hurt your rankings — it drives up your bounce rate, which signals to Google that users aren't finding what they need.
