All, Content Marketing

To Rank Better for SEO, Start Ignoring Your SEO

by Michele Johnston, MAG Digital Lead

As an elder in the digital world, having started building and managing websites in the late 90s, I can tell you that a lot of things have changed. One that has not is Google’s single desire to deliver the best search results for a user’s query. The key to SEO has always been providing insightful information in a highly usable way— not keyword stuffing as many have been led to believe.

Over a decade ago, Google introduced EEAT – Experience, Expertise, Authoritativeness, Trust – a framework for marketers to understand what’s important to Google. However, for years, marketers and businesses have obsessed over SEO best practices—chasing keywords, optimizing metadata, and fine-tuning technical elements to appease the mysterious search engine algorithms. While there is a time and place for some of this type of work, you will continue to be at the mercy of Google’s algorithm changes if this is your sole focus (and they are changing all the time!)

Today, the key to better rankings is not about SEO tactics at all.

Instead of chasing ranking signals, B2B brands should shift focus to creating insightful, unique, and valuable content. When you prioritize quality, your SEO will naturally improve. Even more importantly, in a world where search engine traffic is declining, strong content will drive visibility not just on Google, but also within generative AI tools and thought leadership circles.

The Problem: Chasing Rankings Over Value

 

For too long, businesses have approached SEO as a technical checklist rather than a content strategy. The problem is that this approach leads to:

  • Over-optimized, keyword-stuffed content that doesn’t provide real value. Search engines have become increasingly sophisticated in detecting content that is written for algorithms rather than humans. Instead of keyword density, focus on writing naturally and addressing real audience pain points.
  • A focus on gaming algorithms rather than creating something truly useful. Many companies spend more time tweaking meta descriptions and header tags than ensuring content is relevant, insightful, and engaging.
  • Creating content that may rank for a moment but fails to build credibility or authority. Short-term SEO wins are meaningless if the content does not establish you as a thought leader or provide lasting value that encourages return visits and shares.

As search algorithms evolve, these tactics are becoming less effective. Google, AI-driven search assistants, and human readers will continually prioritize meaningful content over rigid keyword strategies.

“AI is such a disruptor that it’s finally forcing people to take notice. But really, Google has been moving toward zero-click search results for a long time.”        – Michele Johnston, Magnetude Digital Lead

Search Engine Traffic is Dropping—So What Now?

 

With the rise of zero-click searches, AI-powered results, and alternative discovery platforms, traditional search engine traffic is on the decline. Some key trends include:

  • Zero-click searches: More users find answers directly in search results without clicking on a website. This means the value of merely ranking high has diminished—your content must provide something compelling enough to encourage users to seek more Go beyond the “how do I” and basic educational answers they can get via Gen AI.
  • Generative AI tools like ChatGPT: These platforms provide direct answers, reducing reliance on search engines. If your content isn’t insightful and unique, it won’t be referenced by AI models, limiting its exposure in AI-generated responses.
  • Multi-channel discoverability: Audiences increasingly engage with content on LinkedIn, Reddit, Slack communities, and other industry-specific or peer-related forums. If your content is only optimized for Google, you’re missing out on valuable traffic from these other sources.

This shift means ranking high on Google is no longer the only—or even the primary—goal. Instead, businesses need to create content that is not just discoverable by search engines but also valuable enough to be referenced, shared, and recommended by AI-driven assistants and industry

Strong recommendation: Move from “What is” to “Here’s how we deal with this” angles in your content. 

The Real Key to SEO: Quality, Insightful Content

 

To succeed in this evolving landscape, businesses should focus on:

a) Prioritizing Unique Insights Over Keywords

  • Address Specific Audience Pain Points: Rather than trying to rank for broad, competitive terms, focus on niche, long-tail topics that directly solve real problems for your audience.
  • Use Real-World Examples and Case Studies: Concrete examples add credibility and make content more actionable and engaging. Simply adding quotes from your team or unique data points you have will provide information that the reader cannot get elsewhere.
  • Encourage Thought Leadership: SMEs within your organization should contribute unique perspectives that set your content apart from generic, regurgitated industry pieces. Move from “What is” to “Here’s how we deal with this” content.

b) Writing for Humans, Not Algorithms

  • Make Your Content Engaging and Useful: Write in a conversational tone and prioritize clarity over keyword stuffing.
  • Structure for Readability: Use clear headers, bullet points, and short paragraphs to improve the user experience.
  • Focus on Authenticity: Readers (and search engines) can recognize when content is written just to manipulate rankings versus when it is truly meant to inform and educate.

c) Expanding Beyond Traditional Search

  • Repurpose Content for Multiple Platforms: A well-researched blog post can be adapted into a LinkedIn article, a Twitter thread, a video script, or even a discussion point in a community forum.
  • Engage Where Your Audience Already Spends Time: Identify where your industry professionals are ‘meeting’ (e.g., Reddit, Quora, Slack industry or community channels) and participate meaningfully.
  • Leverage AI to Amplify Thought Leadership: Ensure your content is referenced in AI-generated responses by focusing on original insights, credibility, and expert-backed claims.

Understanding your short and long-tail keywords is still important, but Google will always be smarter than you if you’re simply stuffing. Use keywords as a guide to understand how your prospects speak, what terms they use, and how to position your content within the competitive landscape.

“Being multi-channel isn’t new, but it’s riskier now to not be multi-channel because of the volatility in technology and changing buyer journeys.”                      – Natalie Nathanson, Magnetude Founder & CEO

SEO Will Follow When You Focus on Value

 

By shifting from an SEO-first approach to a content-first mindset, businesses will see long-term benefits.

  • Increased Brand Credibility and Recognition: When you provide unique and insightful content, your audience will recognize you as a leader in your space.
  • Higher Engagement and Social Sharing: Great content gets shared naturally—on LinkedIn, Twitter, Reddit, and beyond—boosting your organic reach.
  • Improved AI-Driven Searchability: Generative AI tools will favorably reference content that is well-researched, unique, and valuable, leading to more exposure in AI-generated responses.

What does this look like in real life?

  • Rather than writing a piece called “What is MFA Authentication”, talk to your tech team and find out the top 3 MFA misconfigurations they see and how to fix them.
  • See a trending question or issue your clients are experiencing? Record your SME with a 1-minute video talking about it for YouTube shorts, then use the transcript to create a blog about it. Share both on LinkedIn.

Google’s algorithms—and the AI-driven platforms shaping the future—reward relevance and authority. The best way to rank better is to stop worrying about SEO and start focusing on delivering real value to your audience.

The Future of SEO: Quality Over Tactics

 

The future of search is shifting fast. SEO tricks won’t save you—exceptional content will.

As search engine traffic will likely continue to fall because of AI and zero-click searches, you’ll want to exercise caution if you are solely relying on search traffic. By focusing on thought leadership and unique, insightful content, you can grow additional channels to diversify your platforms.

The future of search is changing. Instead of chasing rankings, brands should focus on producing exceptional, insightful content that people—and AI systems—want to engage with.

Start by creating content that matters. Prioritize expertise over optimization, and trust that when you deliver value, business growth will follow.