Hajra Naz
SEO is evolving fast. You’re already falling behind if you’re still relying on keyword-heavy content strategies.
Jono Alderson, a former SEO lead at Yoast and now at Meta, recently shared some eye-opening insights on the Majestic Podcast.
He explained why traditional SEO strategies aren’t working anymore, how AI-driven search is changing the game, and what SEOs need to do to stay ahead.
Let’s break it down.
The Fall of Generic SEO Content
Alderson didn’t hold back when talking about outdated SEO tactics. He put it bluntly:
“Writing content just to rank is becoming obsolete because AI-driven search results already provide those answers.”
Businesses have been churning out blog posts packed with keywords for years, hoping to climb the rankings.
But that strategy isn’t working anymore. Google’s AI now delivers instant answers — without needing to show a list of websites.
This is especially obvious in industries like dentistry and recipe blogs. Alderson pointed out how every dentist’s website has the same predictable blog posts:
“Every single dentist site I looked at had a tedious blog and 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 isn’t interested in ranking 10 million nearly identical pages. Instead, it provides the answer directly, cutting out the need for users to click through to a website.
What This Means for You
This isn’t a prediction — it’s already happening. Websites that relied on thin, keyword-focused content are seeing their rankings vanish. If your content isn’t unique or valuable, Google’s AI will replace it.
Google No Longer Rewards Repetitive Content
Google is shifting away from ranking pages that just rephrase existing information. Instead, it’s prioritizing content that offers new insights or goes beyond what AI can generate.
Danny Sullivan, Google’s Search Liaison, confirmed this at Search Central Live NYC. He explained that AI Overviews are changing how Google displays search results.
Instead of listing multiple pages that say the same thing, Google is focusing on content that adds depth and provides the next step for users.
Alderson summed it up clearly:
“We need to stop assuming that producing content is a fundamental or even necessary part of modern SEO.”
For years, SEO has revolved around creating a steady stream of content. But now, AI delivers quick answers, and Google is rewarding sites that go beyond basic information.
What You Should Do
Forget the old SEO playbook of publishing four keyword-targeted blog posts per month. Instead, focus on:
✔ Sharing unique, research-backed insights.
✔ Publishing faster than your competitors.
✔ Creating in-depth content that AI can’t replicate.
If your content strategy is still built around a rigid content calendar, it’s time to rethink your approach.
AI Content Isn’t the Answer
Many marketers assume AI is the key to faster content production. But Alderson warns against relying on AI to generate entire articles:
“AI content is a word soup where original ideas get lost in the noise.”
We’ve all seen AI-written content — it feels generic, repetitive, and lacks real personality. More importantly, Google can detect low-quality AI content and deprioritize it.
Alderson believes Google saw this trend coming and prepared for it with EEAT (Experience, Expertise, Authoritativeness, Trustworthiness).
“All of the EEAT stuff, all of the product review updates—these were designed to counteract a world flooded with AI-generated content.”
The Shift from Content Production to Content Publishing
Alderson made a key distinction that many in SEO have misunderstood.
In the mid-2010s, marketers started pushing the idea of “becoming a publisher.” But instead of focusing on expert insights and original research, brands just started writing more articles.
That’s a mistake.
- Producing = Writing lots of keyword-driven articles.
- Publishing = Sharing expert-backed, research-based, unique content.
Google values the second approach.
How to Succeed in SEO in 2025
If you want to stay ahead, shift your focus to:
- Expert-Led Content – Work with real industry specialists. AI can’t fake hands-on experience
- Original Research – Conduct surveys, run tests, and share real-world case studies. Data is your competitive edge
- Fast, High-Quality Publishing – The faster you share valuable insights, the more impact you’ll have
- Interactive & Engaging Formats – Video, podcasts, and interactive tools will outperform traditional blog posts
- Thought Leadership – Well-argued, opinion-driven content will be more valuable than keyword-stuffed articles.
Final Thoughts: Adapt or Get Left Behind
SEO is evolving. If your strategy still revolves around pumping out keyword-focused content, you’re already behind.
Alderson said it best:
“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.”
Success in 2025 won’t be about volume—it will be about authority, originality, and depth. Stop mass-producing content and start publishing real expertise. That’s the future of SEO.
