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My Strategic Approach to Digital Growth
Every year someone writes "SEO is dead." And every year the brands who ignored that headline quietly doubled their organic traffic while everyone else chased the next paid channel. 2025 is no different — but the rules have changed more sharply than at any point in the last decade. Here's what actually matters now.
The shift nobody talked about
For years, SEO was a game of signals — backlinks, keywords, technical structure. You optimised for the algorithm, and if you played the game well enough, you ranked. That model isn't gone. But it's no longer sufficient. Google's 2024 core updates made one thing unmistakably clear: the algorithm is now optimising for satisfaction, not just relevance.
That means a page can rank highly on every traditional metric — DA, keyword density, page speed — and still lose ground to a page that demonstrably answers the question better. Dwell time, scroll depth, return visits, and the absence of pogo-sticking have always been ghost signals. In 2025, they're front and centre.
"At the same time, I didn't want to give up the signals that actually compound. So I stopped thinking about SEO as a channel — and started thinking about it as infrastructure."
What's working right now
I've managed SEO for over 40 brands in the past 12 months. Here's what I see moving rankings consistently — not in theory, in practice.
Key takeaways
- Build topical authority through content clusters — not isolated keyword pages
- Every piece needs first-hand experience, data, or a perspective that can't be found elsewhere
- Technical debt is now a ranking penalty — fix LCP, CLS, and INP before adding more content
- Satisfaction signals (dwell time, scroll depth, return visits) are now primary ranking factors
Topical authority over keyword chasing
Brands that dominate a topic — not just a keyword — are pulling away from everyone else. Google has gotten remarkably good at identifying whether a site genuinely understands a subject or is just publishing around it. The move is to build content clusters, not just landing pages. One pillar page. Eight to twelve supporting articles. Internal links that behave like a curriculum, not a web.
First-hand experience in every piece
The E-E-A-T update (Experience, Expertise, Authoritativeness, Trustworthiness) wasn't a one-time event — it's now baked into how content is evaluated. Articles that cite real data, real results, and real observations rank above articles that synthesise what someone else already said. If you can't add something original to the conversation, don't publish.