SEO Isn’t Dead, But It’s Not Enough – What’s Next for Publishers?

Let’s set the record straight: SEO isn’t going anywhere. In fact, it’s still responsible for roughly one-third of all web traffic—and with Google commanding a 90% share of the search engine market, that’s no small feat.

But here’s the catch: for publishers trying to make an impact in 2025, SEO on its own just doesn’t cut it anymore.

It’s not that SEO is broken. It’s that the game has changed. The traditional playbook—keyword stuffing, farming backlinks, tweaking meta tags—isn’t getting the same results it used to.

Algorithms are smarter. Content is everywhere. And users? They’re not sticking to Google like they used to.

If you’re running a publishing platform, big or small, it’s time to think bigger than SEO. Because what used to work is now just the baseline.

Where SEO Stands in 2025

Search Prioritizes Experience

Google’s core updates now lean heavily on user experience. That means it’s not enough to have the right keywords—you also need:

• Fast site speed: Your site should load in under 2.5 seconds to meet Google’s LCP benchmark.
• Mobile readiness: Over half of your audience is on a smartphone. If your site looks clunky or loads slowly on mobile, you’re losing them.
• Smooth navigation: If a visitor has to guess where to click next, they’ll leave. And Google notices.

It’s All About E-E-A-T

That’s Expertise, Experience, Authoritativeness, and Trustworthiness. You can’t fake it anymore. Google wants to show content that’s actually helpful, not just technically optimized.

• Expertise: Who’s writing your content? Are they credible?
• Experience: Real-life stories and first-hand knowledge go a long way.
• Authority: Are you seen as a go-to source in your niche?
• Trust: Secure hosting, clear authorship, cited sources—all of it matters.

Simply put, the algorithm is less about checking boxes and more about evaluating value.

Enter the AI Disruption

AI-driven search engines are the new elephant in the room. Tools like ChatGPT, Google’s AI Overviews, and Perplexity are changing how people find information. Instead of clicking through ten blue links, users get answers directly in the search results.

That means fewer clicks—and less traffic—for publishers. Especially when the answer is summarized above your content.

How to Adapt

• Use schema markup: Help AI tools understand and surface your content in featured snippets.
• Answer questions clearly: Write with AI in mind—structured, concise, and scannable.
• Focus on long-tail queries: Broader terms are overrun. Niche questions still need answering.

Content Saturation Is Real

Let’s say you want to rank for “email marketing.” You’re up against 3+ billion results, and many of them come from publishing giants with teams and budgets to match.

If you’re a smaller publisher, going toe-to-toe on broad topics is almost impossible.

Instead, focus on specificity:

• Niche down: “Email marketing for SaaS startups in Europe” is way more achievable than “email marketing.”
• Lean into unique insights: Generic content doesn’t cut it. Share case studies, interviews, or personal experiences.

A quick look at some of the biggest roadblocks for publishers today:

Why SEO Alone Just Isn’t Enough

Even if you’re doing everything right with SEO, it’s still a long game. For smaller outfits, that’s a tough pill to swallow.

The Cost of Waiting

Organic rankings can take 18 months or more to materialize. In that time, you need eyeballs. You need engagement. You need proof of life. That’s why you need a strategy that includes more than just SEO.

Changing User Behavior

People—especially Gen Z—aren’t Googling the way they used to. They’re discovering content through:

• TikTok: Fast, visual, and trend-driven.
• Instagram: Aesthetically curated and built for browsing.
• Reddit: Community-based, authentic discussions.
• YouTube: Arguably the second biggest search engine out there.

Even Reddit is now showing up in nearly 98% of product-related Google queries. That’s how central it’s become to online discovery.

Social Media Is the New Front Door

Discovery Happens Off Google

If you’re not on TikTok, Instagram, or Reddit, you’re missing out on massive discovery potential.

Here’s how publishers are using each platform:

• TikTok & Instagram: Quick hits. Think travel reels, food walkthroughs, or DIY breakdowns.
• Reddit: Dive into niche communities. Product reviews, AMA threads, and discussions.
• LinkedIn: Share thought leadership content, white papers, and case studies—ideal for B2B.

Direct Traffic from Social

Short-form content acts like a teaser trailer. If done right, it drives traffic straight to your long-form piece.

Even if Google doesn’t count social likes and shares in their algorithm, the downstream effects matter—more backlinks, more visibility, more engagement.

Blending SEO and Social

Let’s say a publisher creates a guide called “Hidden Gems in Europe for Budget Travelers.”

Here’s how they might roll it out:

On-Site SEO

Off-Site Social Strategy

• Instagram: Post reels of destinations with hashtags like #HiddenEurope
• Reddit: Share in travel subreddits with personal anecdotes
• Pinterest: Create a board for “Offbeat Europe” linked to the guide
• LinkedIn: Share insights about travel trends for budget-conscious Gen Zers

The result? Social media drives instant traffic. That engagement signals value to Google, which in turn can improve your rankings. It’s a feedback loop—one that works.

Other Channels Worth Exploring

To future-proof your publishing strategy, don’t put all your eggs in the Google basket.

Email Newsletters

HERE’S MY NEWSLETTER STRATEGY TO MAXIMISE EMAIL LIST SIGN UPS

– A Longform –

A newsletter is something you should be building or starting right now regardless of how many followers you have or how new you are to social media.

It’s something that I encourage everyone to start…

— Aaron (@IAmAaronWill) September 25, 2024

Email is still gold. No algorithm controls your list. Send regular roundups, exclusives, or deep dives. Get your audience used to hearing from you directly.

For associations aiming to enhance member engagement, consider leveraging apps for associations to streamline communication and event management.

Paid Traffic

Running a quick Facebook or Google ad can:

Direct Bookmarks

Encourage users to bookmark or even set your page as a homepage. Offer something worth returning for—updated guides, timely data, or exclusive content.

Voice Search

With Siri, Alexa, and Google Assistant in nearly every household, voice search is growing. That means:

What’s Next for SEO? Trends Worth Watching

Search Everywhere

Search doesn’t just mean Google anymore. Optimize for:

• TikTok search: Use keywords in captions and on-screen text.
• Pinterest: Use descriptive, searchable board titles and pins.
• AI answers: Structure content with bullet points, tables, and clear headings.

Personalization

The more personalized the content, the better it performs. Use tools that allow for:

Niche Wins

Smaller players can still dominate—just not in broad arenas. Focus on your corner of the internet. Be the best at that.

Build Real Authority

Consistency builds trust. So does authenticity. Be the expert. Be the source. And make it obvious.

What Publishers Should Do Now

Here’s a simple roadmap:

Prioritize Quality

• Write useful, evergreen content
• Update older posts regularly
• Focus on problem-solving and storytelling

Stay Fast and Mobile-Friendly

• Use responsive design
• Optimize Core Web Vitals
• Reduce clutter and friction

Get Social-Smart

• Know what works where
• Post regularly, but with intent
• Measure results—don’t just guess

Diversify Traffic

• Build an email list now, not later
• Experiment with ads (even $50 can go far)
• Create value that people seek out, not just stumble on

Keep Learning

• Watch SEO news like a hawk
• Use analytics to guide decisions
• Don’t be afraid to pivot—fast

Final Thoughts

SEO is not dead…unless you’re going into 2025 using this outdated method pic.twitter.com/JZH44RrEsP

— Neil Patel (@neilpatel) December 10, 2024

SEO in 2025 is still alive and well, but it’s no longer king of the hill. Publishers who rely on it alone risk getting left behind.

Today’s winning strategy is hybrid. SEO brings steady, long-term gains. Social media fuels rapid discovery. Email builds loyalty. Ads bring testing and traction. And smart publishers weave them all together.

So no, SEO isn’t dead. But it’s grown up. And if you want to keep growing, too? It’s time to meet it where it is—and push past it.