Five years ago, you were spot on.
You researched keywords. Tweaked title tags. Added the perfect meta descriptions. You even had a colour-coded spreadsheet tracking backlinks. And fair play — it worked.
But here's the thing: Google’s changed. A lot. And if you're still following the 2019 SEO rulebook, you're doing the equivalent of shouting into a void and wondering why nobody's listening.
Let’s unpack this with a strong cuppa and a dash of honesty.
Your Title Tags Are Getting Rewritten. Frequently.
You spend ages crafting the perfect 60-character headline. Keyword at the front. Punchy CTA. It's your best work.
Then Google ignores it.
Instead, it pulls a random line from your content that better matches what the user’s typed. Frustrating? Absolutely. But it’s because search results aren’t what they used to be. The focus has shifted from where you rank to how well your result satisfies the query.
Example: A page titled “Best Shoes for Running on Tarmac” may show in search as “Top Trainers for Road Running – 2025 Picks” – completely Google-generated.
Keywords Still Matter — But Intent Matters More
You’re still targeting high-volume keywords with decent competition scores from tools like Ahrefs or Ubersuggest. But a big number doesn’t mean traffic anymore.
Why? Because users get what they need without clicking. It’s called “zero-click search” and it’s the new norm. Semrush reported that over 50% of searches end with no website visit.
What to do instead: Prioritise solving specific problems. Help users do something, not just read about it.
Featured Snippets Aren’t the Low-Hanging Fruit They Were
Remember when adding an FAQ section got you a snippet?
Now, AI-generated overviews sit in that prime real estate. They summarise from multiple sources and push your lovely FAQ out of sight.
If you're still writing “What are the benefits of X?” followed by a textbook answer, Google’s probably skipping over you.
One Keyword, Many Pages? That's Working Against You
You’ve created separate pages for:
best running shoes
top-rated running shoes
running shoe reviews
But Google sees these as the same intent. So it shows the same results. Meanwhile, you’re spreading your ranking potential thin across duplicate pages that confuse both bots and readers.
Better approach: One solid page that covers the topic well, with clear structure and subtopics.
Link Building Tactics That Once Worked Now Stink of Spam
Those “I found a broken link on your blog…” emails? They’re binned before the first sentence is read. Outreach hasn’t died, but it's evolved.
Today, it’s about relationships and relevance. Pitching must be personalised, value-driven, and — please — not copy-pasted from a 2012 email template because that's when the last broken link email worked.
Obsessing Over Exact Match Keywords? That’s Robotic
If you’re still calculating keyword density and awkwardly cramming phrases into subheadings, you’ll sound more like a chatbot than a human.
Google understands language far better now. It knows that “top running trainers” and “best jogging shoes” are siblings.
What to do: Write naturally. Focus on clarity and helping the reader. Use variants if they fit, but don’t force it.
Technical SEO: Still Essential, No Longer Exciting
Yes, your site should be fast, mobile-friendly, and crawlable. But ticking those boxes is like putting tyres on a car. Necessary? Yes. Impressive? Not anymore.
The harder part? Meeting user expectations — how quickly can someone get what they need? How easy is it to understand your content?
Voice Search: It Grew Up
You wrote content to answer simple voice queries like “What’s the weather like in Chelmsford?” But today, users speak in layered, complex questions. They expect AI-style answers.
If your content hasn’t adapted, it's missing the mark.
Local SEO Is Now a Game of Visibility Without Clicks
Yes, you’ve updated your Google Business Profile. You’ve chased reviews. You've kept your NAP (Name, Address, Phone) consistent across directories.
But local search now often delivers everything users need directly in Google. Opening hours. Directions. Menus. And no one clicks through.
Your new priority: Make that info shine inside the search results. Think eye-catching photos, FAQs, timely updates — and reviews that read like love letters.
Tracking the Wrong Things? That’s Dangerous
You’ve ranked position 3 — but traffic’s dropped. Why?
Because Google shoved your link below a video pack, a shopping carousel, and a cheeky “People Also Ask” box.
You’re there… but invisible.
Old KPIs like “average position” or “impressions” no longer tell the full story. Focus on what matters: traffic that converts, and engagement that signals relevance.
Content Strategy That Starts with Keywords? That’s Backwards
If your first step is keyword research, you’re missing the point.
Start with the reader’s problem. What’s bugging them? What are they trying to get done?
Then write content that helps. Search engines will follow.
So What Now?
The SEO tactics you used in 2019 built your traffic. But they won’t sustain it.
Google has changed. Users have changed. And if you’re still stuck in old patterns, you’re giving your competitors a free pass to leapfrog you.
Instead of relying on nostalgia-driven strategies, ask:
“What would work today for the people I want to reach?”
Because that’s the only question that matters.
Want help figuring out what works in 2025?
Let’s chat. I’ll bring biscuits. You bring your best questions.
- Drop your question in the comments.
- Send me a message on WhatsApp
We’ll sort your SEO out together — no fluff, no waffle, just proper results.
Sarah x
