SEO Resembles Marketing More Than Ever Before

Hey! I’m Adam, the latest addition to the Caster Crew. This will not be the last time you hear from me about SEO. 

While I normally tell people to run far away from anyone who calls themselves an “SEO expert” (how can they be if they don’t work for Google?), I do consider myself a specialist.   

SEO is an ever-shifting target, and I make sure Caster and our clients are current on best practices. Follow me on LinkedIn and the Caster blog for insights that will guide you toward better ranks on the world’s most relevant search engine.   

SEO in 2025 is more strategic, user-focused, and integrated into broader marketing goals than ever before.   

What was once a straightforward approach (keyword optimization —> backlinks) has evolved into a holistic, user-first strategy, heavily shaped by AI and changing search algorithms.   

The emphasis is now on delivering meaningful, user-centric content which addresses searcher intent, rather than relying on mechanical SEO tactics. In other words: if you’re still keyword stuffing, you’re in the red. 

Here’s how SEO has evolved and what businesses need to know to stay ahead:

AI’s Shifting Role

These days, whenever the term “AI” is thrown around, the assumption is that it has a positive impact on workflow…but AI’s negatives outweigh the positives in content creation right now. 

SEO has always been about answering user queries. AI enables you to create fast, large-scale content that addresses your target audience’s questions. The catch is that the content will be extremely generic. 

Google’s algorithms have become stricter, prioritizing unique content that truly addresses searcher intent rather than mass-produced, generic content.  

In other words: the algorithm can “sense” quality content and can likely identify content spit out by ChatGPT (ironically, Google uses AI to help inform its algorithm, but that’s a whole chicken-and-egg scenario best left for technologists to ponder). 

For example, when targeting keywords like “how to start a YouTube channel,” SEO now requires an understanding of deeper searcher needs—whether it’s advice for video beginners, guidance on channel monetization, how to optimize each video release, etc. 

Content must go beyond answering the question and fully anticipate a user’s intent to rank effectively. It also has to have authority and empiricism, meaning you should cite your research and only reference data that comes from trustworthy, high-ranking sources. 

The best piece of advice I can give you is this: don’t put something on your website or social media unless you are certain it answers a question or satisfies an identifiable curiosity, and make sure it does so with as much relevant context as possible.

Brand Search Volume: A Key Ranking Factor

Brand search volume has become a critical ranking factor. More people are searching directly for brands, signaling to Google that these brands are trusted and relevant. This leads to higher rankings for associated websites. 

• For both B2B and B2C businesses, increasing brand search volume through strategic marketing like content outreach and social media engagement is essential. 

• For B2B, the focus should be on building thought leadership. 

• B2C should work on creating a brand that resonates emotionally with consumers.

SEO As Marketing

Getting visitors to your site isn’t enough. SEO is a component of your broader marketing strategy: once someone clicks on your link, you need to provide engaging experiences that build trust. 

For both B2B and B2C businesses, SEO requires a full-funnel approach: 

• B2B SEO focuses on authoritative content like case studies and white papers to build credibility. 

• B2C businesses need to focus on user experience and emotional engagement, such as a configurator that lets users personalize the product or video content that positions your brand as a lifestyle upgrade. 

Both types of businesses now need content that speaks directly to the user’s needs and provides tangible value. 

Backlinks: Quality Over Quantity

While backlinks remain a vital ranking factor, quality has taken precedence over quantity. 

Building high-quality, authoritative backlinks from reputable sources is now essential.  

• For B2B businesses, this could mean securing backlinks from industry influencers through guest posts and collaborative content. 

• For B2C, it may involve working with lifestyle bloggers and media outlets to gain exposure and valuable links. 

Technical SEO: The New Foundation

Technical SEO—i.e., optimizing the back-end structure of you site for efficient crawling and indexing—is now considered THE cornerstone of SEO success.  

Core web vitals—such as speed, responsiveness, and visual stability—now play a critical role in ranking algorithms. Fast-loading, mobile-optimized websites are a must.  These technical elements help ensure that your website meets the standards Google expects, contributing to better rankings.  

Structured data and schema markup help search engines understand your website’s context. Basically, you need to use logical H1 & H2 styles (such as the H1 above which reads “Technical SEO: The New Foundation). Reserve H2s for the start of mini sections-within-sections of articles or the start of relevant lists-within-paragraphs. 

Ensure your web admins optimize these factors as much as possible. It’s worth auditing your site every quarter with tools like webpagetest.org. 

Diversifying Traffic Sources

While Google dominates, diversifying traffic sources is crucial.  

SEO efforts should extend beyond Google to platforms like YouTube (owned by Google), Pinterest, and Quora.  

These platforms help increase visibility across different audience segments, reducing the risks associated with sudden algorithm changes.  

• For B2B companies, leveraging LinkedIn for thought leadership is key. 

• B2C brands should focus on visual platforms like Instagram to drive engagement 

Like I said: SEO is a moving target. Google has been nearly the only game in town for over a decade, but that’s changing. Follow me and Caster on LinkedIn for more to come about optimizing your site and traffic for SEO in the AI era.