New SEO | A mix of old-fashioned tools, ads, and AI

Although SEO is constantly evolving and new technologies are continually being launched, the truth is that these changes are largely superficial. The “new SEO” is just the same SEO at its core, with some new components on the surface (adding AI and ads).

There are indeed additional factors to consider (beyond a new SEO trend). There are new tools, new forms of visibility, and additional strategies, offering new ways to appear in a browser. In this article, I will review five aspects of this “new SEO”.

1. Organic content is the cornerstone of the new SEO

Years have passed, but the new SEO remains essentially unchanged from the old SEO. It will not neglect the basis of all traditional SEO: organic content. Every website, social media channel, or digital platform depends on keywords, technical optimization, and quality content to rank. The fundamentals remain intact: we still have long-term strategies that enable us to reach new users through high-quality publications.

Even with AI SEO (which we will review shortly), there is still a reliance on explicit texts, images that generate engagement, and good videos to attract users.

Within organic content, we find a broad spectrum of diverse elements. They remain the backbone of SEO, helping to attract new users and build new audiences. Among them are:

• Written content for blogs, press releases, landing pages, news, etc.
• Optimized, high-quality images for visual presentations.
• Videos for social media marketing, promoting a brand, and creating experiences.
• Email marketing strategies to keep our users up to date.
• Fully optimized websites with SEO strategies and optimized content.
• Public relations is a strategic complement in the media.
• Indexing content in search engines.

2. Paid search as a leading indicator, essential for the new SEO

Have you noticed that search engine results pages (SERPs) are increasingly showing us more ads? Promotion is outstanding organic SEO. That’s because paid search is very relevant (and lucrative). Websites that run ads are being given more online presence. Why? It’s profitable for the brands promoting them; it generates immediate commercial results; it creates greater interaction with what we publish. 

If you run ads or promote your content, you’re more likely to improve your results and positively influence your SEO. The truth is, SEM and SEO are no longer separate spheres. Traditional SEO addresses the fundamental issues every website faces, including keyword usage, performance, and visual quality. SEM provides an immediate boost. 

It may feel like “pay-to-win” (and it is). But, unfortunately, marketing is not a noble act. It is strategic, opportunistic, abrupt, and adaptive. As a result, try:

• Launch social media ads to drive engagement, awareness, and visibility.
• Utilize browser campaigns, such as Google, for conversion and lead generation.
• Promote on marketplaces or any independent app if required.

3. Backlinks and reference domain

A backlink is simply a link. It is when we cite our own content, or the content of others, in the form of a URL. An effective backlink for our brand occurs when another page or social media platform links to ours. In other words, when we are mentioned directly through a link.

Google’s algorithms use something called “spiders.” These are small detectors that check all the connections we make to determine a website’s relevance and location, allowing it to be displayed to a user. The more backlinks we generate, the more visible we will be to these spiders. Therefore, it is necessary to:

• Publish high-quality content that can be used and referenced on other websites.
• Build relationships with other brands that use our links, and we reciprocate by using theirs.
• Set up internal and external links for your own brand to build your first backlink.
• There are official brands, such as newspapers, PR agencies, or media outlets, that also promote content.
• E-books or any enriching material that is useful or interesting to any user.

4. Interactive and visual content

This is closely related to the quality of organic content. But it has an additional component: social media. By interactive and visual content, I mean all the content we publish on social media for users (buyers or non-buyers) to consume. A significant amount of traffic today comes through these channels. It will help you with advertising effectiveness and all possible approaches to get users to see you.

Just like organic content on a website, it must be highly relevant. It should be content that responds to users’ needs, complaints, or interests. You can use:

• Content in the form of images that is shareable, repeatable, and generates interaction.
• Videos that can help increase visibility and go viral.
• There are also resources such as stories, comments, and shares that can help boost your content.

5. AI SEO as a key point in the new SEO

Slowly, AI is becoming a dominant feature of search engines. Today, we have ChatGPT and Gemini, which answer our queries without us having to click on anything else. The truth is that this affects SEO and media buying in different ways (for example, in KPIs). However, these new generative engines also offer new ways to increase website visibility.

I intentionally leave this last on the list (even though it is a priority in new SEO) because it is not something we control. We rely on high-quality content, effective website indexing, and targeted page promotion to ensure our pages appear in search engine results. But the outcome with AI is beyond our control. To get remotely close to being detected by AI tools, you must:

• Publish quality content that is visible and responds directly to user prompts.
• Cutting-edge content that has achieved results on Google, Meta, or others.

New SEO: a bit of the same; a bit more

New SEO is a field that encompasses more than just technical content optimization and improvements. It involves a whole ecosystem of edits and resources we can use to promote what we launch. The emphasis is on organic content as a starting point, but it is fueled by several other strategies.

It is also worth noting that SEO today no longer primarily aims to rank at the top of search results. Instead, it simply tries to make us seem. But “appearing” is not limited to a search engine; it applies to the whole environment of available sites where we can be mentioned.

I must admit that sometimes this new SEO feels like a sour mix of many things at once, like poor SEO practice. But the times we live in and their demands lead us to it. There’s a little bit of everything in this pot. The ingredients of a complete SEO strategy include a little SEM, ads, emails, copywriting, and some cheap guru magic to help our clients measure results. 

New SEO still relies on the same core resources as always. We still rely on high-quality productions and regular publications to rank.