📢 The End of Traditional SEO? What You Need to Focus on in 2025

SEO is changing faster than ever. If you're still relying on keyword-driven content strategies, you’re already behind.

Jono Alderson—former head of SEO at Yoast, now at Meta—recently appeared on the Majestic Podcast and dropped some game-changing insights. He explained why traditional SEO content is becoming irrelevant, how Google’s AI-driven search is shifting priorities, and what SEOs must focus on to stay ahead.

Here’s what you need to know.

📉 The Death of Generic SEO Content

Alderson didn’t hold back when discussing the decline of traditional content strategies:

“Writing content for the sake of ranking is becoming obsolete because AI-driven search results provide those answers.”

For years, SEOs have churned out blog posts optimized around keywords, hoping to rank higher in Google. But that playbook no longer works. AI-generated search results are now answering user queries directly—often without needing to show a single link.

This is especially clear in oversaturated niches like dentistry and recipe blogs:

“…every single dentist site I looked at had a tedious blog… an article about ‘Top 8 Tips for Cosmetic Dentistry.’ Zoom out—how many dentists are there in every city, every country? Every single one has the same mediocre article. None of them add new value.”

Google no longer rewards this type of redundant content. Instead of ranking 10 million nearly identical pages, it simply delivers the answer itself.

💡 My Take:

This isn’t just theory—it’s happening now. Many sites that once thrived on thin, keyword-focused content are seeing their rankings disappear. Google’s AI is cutting out the middleman, and if your content isn’t adding something unique, it won’t survive.

🚨 Google Is Deprioritizing Redundant Content

Google is shifting away from ranking pages that simply rephrase existing information. Instead, it’s prioritizing content that adds value beyond what AI can synthesize.

Danny Sullivan (Google’s Search Liaison) confirmed this at Search Central Live NYC, explaining that AI Overviews are changing how Google surfaces links:

• Instead of showing 5-8 links that say the same thing, Google is displaying content that provides the next step in a user’s journey.
  

• This means publishers must move away from basic informational content and focus on deeper, more insightful topics.

Alderson puts it bluntly:

“We need to stop assuming that producing content is a fundamental or even necessary part of modern SEO.”

This is a big shift. For years, SEO strategies have revolved around producing content regularly. But in a world where AI answers questions instantly, the role of content is evolving.

💡 My Take:

The old SEO model—publishing four keyword-targeted articles a month—is done. Instead, success will come from:
✔ Creating unique, research-backed insights.
✔ Publishing faster than competitors.
✔ Producing deeper content than AI can generate.

If you’re still following an outdated content calendar, it’s time to pivot.

⚠️ AI Content Won’t Save You

Some marketers see AI as the answer to content production. But Alderson strongly warns against using AI to generate articles:

“AI content is a word soup where original ideas get lost in the noise.”

We’ve all seen it—AI-written content that feels generic and repetitive. It lacks personality, originality, and depth. Even worse, Google knows when content is low-quality and devalues it.

Alderson points out that Google may have been preparing for the flood of AI-generated content for years by emphasizing EEAT (Experience, Expertise, Authoritativeness, Trustworthiness).

“All of the EEAT stuff, all of the product review stuff, is designed to combat a world where there’s an infinite amount of recursive nonsense.”

💡 My Take:

AI should assist content creation, not replace it. Use it for brainstorming, structuring ideas, and research. But the final content needs a human touch—real expertise, unique insights, and first-hand experience. That’s what will separate valuable content from the noise.

📢 The Shift from Content Production to Content Publishing

One of the most important takeaways from Alderson’s discussion is the difference between producing content and publishing valuable insights.

“Around 2015, everyone started saying ‘become a publisher,’ and the industry misinterpreted it as ‘write lots of articles.’ But if you look at successful publishers, they do original research, break news, and provide expert insights.”

This is a key distinction:

• Producing = Writing lots of keyword-driven articles.
  

• Publishing = Creating well-researched, expert-backed, original content.

Google favors the latter.

🔑 What Should SEOs Do?

If you want to succeed in 2025, focus on:

✅ Expert-Led Content: Work with specialists who have direct experience in your industry. AI can’t replicate lived expertise.

✅ Original Research: Conduct surveys, test new ideas, and share real-world case studies. Unique data sets your content apart.

✅ Fast, High-Quality Publishing: Speed matters. Those who react quickly and provide timely insights will win.

✅ Interactive & Engaging Formats: Video, podcasts, and interactive content will continue to outperform static blog posts.

✅ Thought Leadership: Opinion-driven, well-argued content will carry more weight than keyword-stuffed articles.

📝 Final Thoughts: Adapt or Get Left Behind

The SEO landscape in 2025 will look very different. If your strategy still revolves around mass-producing keyword-focused content, you’re already behind.

As Alderson said:

“There is always space for content that AI can’t synthesize. But there’s no value in just doing what 10,000 competitors are doing.”

It’s time to shift from producing content to publishing expertise. SEO is no longer about volume—it’s about authority, originality, and depth.

🚀 Featured Tool of the Week:

Serpstat

To adapt to these SEO changes, you need the right tools. Serpstat is a powerful all-in-one SEO platform designed to help you optimize for modern search trends.

Here’s why it stands out:

🔍 Keyword & Competitor Research: See which keywords drive traffic and uncover gaps in your strategy.
📊 AI-Driven Rank Tracking: Track rankings across different regions and search engines.
🔗 Backlink Analysis: Identify link-building opportunities and monitor your site’s authority.
📝 Content Optimization: Get real-time SEO recommendations for content improvement.
⚡ Site Audit Tool: Detect and fix technical SEO issues before they impact rankings.

In 2025, SEO is no longer about just ranking for keywords—it’s about understanding search intent, audience behavior, and AI-driven SERPs.

Turn your Shopify brand’s email marketing into a profitability engine

• Increase welcome flow revenue by 50%

• Generate 15% more repeat purchases

• Send shoppers to branded storefronts with a 20% conversion rate

Effortlessly optimize your lifecycle marketing

Looking for more in-depth strategies and exclusive content?

Check out my Gumroad page for courses, guides, and tools that can help take your digital marketing to the next level. Whether you're looking to master SEO, influencer marketing, or content strategies, I've got resources to get you there. Plus, you'll find some free content to help you get started right away!

Visit my Gumroad page and explore everything I have to offer!

1. Found the insights helpful? Forward this email to help fellow business owners or marketers.

2. Spread the word. Encourage your friends or followers to sign up.

3. Sponsor a newsletter issue to get your SaaS product in front of over 10,000 SEOs, marketers, and entrepreneurs.

4.  Have us test and review your marketing or business tool on ShaneBarker.com. We can write a product review, comparison, or industry listicle for you ⇒ Find the details here.

If you have any specific questions or topics you'd like us to cover in future newsletters, please feel free to reach out. We'd love to hear from you!

To your content marketing success,
Shane Barker