If there’s one thing I’ve learned working in digital marketing, it’s that Google likes to keep you on your toes. As a search engine optimisation specialist, it’s my full-time job to monitor search engines and track how client websites are performing. This includes staying on top of algorithm changes and rethinking our strategies when Google rolls out another update.

The end of 2024 saw a big shift in rankings following Google’s core update in August, and I’ve been working closely with our clients to adapt to these changes. Following this adjustment period, I want to share what’s working—and what’s not—so you can stay ahead.

For SMEs, keeping up with SEO updates is like playing a game where the rules keep changing – it can leave you feeling on the back foot. I’m going to break it down in a way that makes sense, so you can make smart, practical changes without getting lost in the jargon. Let’s look at some of the biggest SEO shifts and how you can turn them to your advantage.

Google SGE (search generative experience): The future of search?

Google is experimenting with AI-powered search results through its Search Generative Experience (SGE) initiative. Instead of just providing a list of links, Google aims to offer more conversational and in-depth answers directly in search results.

SGE is about improving user experience by providing faster answers without leaving the results page. With voice search and natural language queries on the rise, this change responds to how people are asking questions online. By prioritising reliable sources, Google also aims to reduce misinformation and improve trust in search results.

AI summaries are an opportunity to position your website as a reliable source. The key lies in E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Google is looking for content that showcases real expertise and credibility, so make sure your content is structured around this—answer real user questions, provide depth, and demonstrate your expertise with examples.

I’ve seen first-hand how the businesses that spend time creating detailed, well-organised, and authoritative content are the ones appearing in AI-generated search overviews.

The rise of AI-generated content: why human touch still matters

AI-powered writing tools are everywhere now, and they make it easy to churn out content in high volumes—often to the detriment of the quality. Google is responding to this influx of low-value, repetitive content by reinforcing the need for originality, credibility, and genuinely useful search results.

I’ve watched businesses who thought AI-generated content was a shortcut to success see their rankings drop. The reason? Google wants real expertise, backed by hands-on experience.

While AI can be useful for content creation, it can’t replace the human touch. Your content should have a unique voice and perspective and not simply be a regurgitation of everything that’s been said before. Include case studies, expert opinions, and the unique insights that AI simply can’t replicate. Businesses that demonstrate their specialism and lean on human experience will have the edge.

The evolution of E-E-A-T: why experience matters more than ever

In a further bid to combat generic content, Google has placed more significance onto the “Experience” element of its E-E-A-T framework. In addition to expertise, authoritativeness, and trustworthiness, Google expects to see evidence of first-hand experience.

The search engine is rewarding accounts of firsthand experience—meaning content created by actual practitioners, professionals, and individuals with direct experience in their field or subject matter. This provides people with authentic answers that are grounded in reality.

Whether it’s product reviews, expert guides, professional insights, or opinion-pieces, experience-driven content offers the unique perspectives and credibility that generic content cannot match. This move also helps combat misinformation by rewarding proven expertise over superficial SEO tricks.

I’ve seen clients get better rankings when they start sharing real-world examples, behind-the-scenes peeks, and success stories. Search engines need people who truly know their subject. If your content is backed by real experience and positioned from true experts, it’s more likely to rank well and build trust with your audience.

Keyword research: it’s more than just keywords

Keyword research has evolved. It’s no longer about finding high-volume exact match search terms and stuffing them into your content—in fact, stuffing was never a good idea! Google focuses on semantic search and topic clusters to understand user intent. The goal is to provide more meaningful results based on the why behind a search, rather than just the what.

The algorithm relies on context to deliver more relevant results. This means businesses need to focus on creating content that thoroughly covers a topic rather than just targeting specific phrases.

What does this mean for your SEO strategy? Use long-tail keywords that match how people naturally search and answer real user questions (e.g., “How do I improve my local SEO?”). Concentrate on grouping content around broader topics and other related subjects, rather than fixating on isolated keywords.

By focusing on user intent, our clients have seen higher engagement and better rankings without needing to radically alter their website structures.

Local SEO updates: winning the local search game

When it comes to local search, Google values real-world engagement. Instead of simply looking at location data, the algorithm emphasises connections to the community and trust signals. By focusing on evidence of real-world interactions—like reviews and user-generated content—Google ensures the results promote genuine, high-quality businesses.

If you run a local business, local SEO is more critical than ever. Google has made several updates to how it ranks businesses in local searches, prioritising proximity, relevance, and reviews.

To stay ahead, makes sure you optimise your Google Business Profile, including contact details, opening times and photos. Encourage customer reviews by incentivising them and making them part of the process—add the link to an aftercare email, or hand out thank you cards with a discount for those who review. It’s worth spending time on this as reviews play a huge role in rankings and building trust within your community. Finally, leverage user-generated content, such as photos and video, by making these visible.

I’ve worked with local businesses that have significantly increased search traffic simply by focusing on their Google Business Profile and reviews. It’s a no brainer!

Video and visual search: the growing power of images and videos

Google is responding to shifting user habits by prioritising visual content. More people now consume information via videos and image-based content rather than text alone. This means businesses must invest in visual content if they want to adapt to changing user preferences.

By integrating visual results into search rankings, Google is improving accessibility, catering to different learning styles, and keeping up with platforms like YouTube, Instagram, and TikTok. I’m seeing the businesses who embrace video getting better engagement and improving their search visibility. If you haven’t invested in visual content yet, now is the time.

Leveraging short-form video content (e.g. Instagram Reels, YouTube Shorts, or TikToks) is a great place to start. These videos capture attention, improve discoverability, and provide an authentic snapshot into your business. Make sure you optimise video content with transcripts, captions, and SEO-friendly descriptions.

Final thoughts on how to stay ahead

SEO is changing fast, but one thing remains the same: original, quality content wins. We’re helping clients combat recent shifts by focusing on valuable, experience-driven content.

Here’s my advice:

• Stay informed, but don’t panic over every update.
• Focus on unique, quality content that provides real value.
• Integrate real world examples (case studies, reviews, expert opinions) wherever you can.
• Optimise for AI search, video, and local SEO.

If you’re feeling overwhelmed, getting a professional opinion makes all the difference. I work with businesses every day to help them navigate these changes, and I’m happy to share my thoughts on how you can improve your strategy.

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