Debunking the death of SEO (again)

Why it’s not dead – just different (and better).

“If I had a pound for every time I heard ‘SEO is dead’, I’d be retired.”

And yet, here we are. Still very much in business. Still helping clients grow through search.

SEO isn’t dead. But the old SEO is.

What’s dead:

• Gaming the algorithm
  
• Keyword stuffing
  
• Publishing 20 blogs a month to tick boxes
  

What’s alive:

• Strategy-led SEO
  
• Helpful, brand-building content
  
• Earning trust through authority and UX
  

The truth? SEO is evolving – just like it always has. And the brands that evolve with it will keep winning.

So why does “SEO is dead” keep popping up?

Usually, it happens after:

• A big algorithm update
  
• A Google documentation leak
  
• Some new AI tool makes headlines
  

It creates panic, hot takes and “pivot” announcements from marketers who were never playing the long game.

But Google’s mission hasn’t changed. It still wants to serve the best possible result for the user. It’s just getting better at recognising what that looks like.

That’s great news – if your SEO strategy is actually useful, trustworthy and relevant.

What’s really changed?

Let’s be honest: search is getting cleaner.

We’ve entered a new era, one where search engines reward:

• Fewer but better pages
  
• Unique and experience-based insights
  
• Sites that behave like brands, not content factories
  

At the same time, we’re seeing:

• The rise of AI-assisted search (e.g. ChatGPT, Perplexity, Gemini)
  
• More users testing alternative search engines like Brave
  
• Zero-click results becoming more common in Google
  

So no, SEO isn’t dead. But your definition of it probably needs a refresh.

SEO is no longer about search engines alone

When people search, they don’t just turn to Google.

They ask ChatGPT.
They scroll LinkedIn.
They explore industry communities.
They click through to YouTube or Reddit.
They check out peer reviews on G2 or Capterra.

If your brand is only visible in Google’s top 10, and nowhere else, that’s a problem.

Modern SEO needs to intersect with:

• Digital PR
  
• Thought leadership
  
• Social and brand presence
  
• Review platforms and product marketplaces
  

You’re no longer just optimising for search engines. You’re optimising for real buying behaviour.

Why this matters for B2B brands

If you’re in SaaS, FinTech or professional services, your buyer is smart, cautious and under pressure.

They don’t want fluff. They want answers.
They don’t want more pages. They want more clarity.
They don’t want to be sold to. They want to trust you.

So here’s what still works:

• Clear, helpful content aligned to buyer needs
  
• A fast, intuitive website that reflects credibility
  
• Being mentioned (and linked to) in reputable places
  

If you’re doing those three things well, SEO is very much alive for you.

What’s not working anymore?v

We’re seeing diminishing returns from:

• Keyword-led blog calendars
  
• Copy-paste competitor strategies
  
• Chasing featured snippets that deliver no traffic
  

If your content is being written for the algorithm, and not the user, it’s already outdated.

Google’s systems now devalue pages that:

• Repeat what others say
  
• Lack originality or experience
  
• Exist purely to rank
  

In B2B, where every lead counts, that’s not a risk worth taking.

The smarter approach: compound SEO

The brands succeeding in 2025 treat SEO as a compound growth engine, not a to-do list.

That means:

• Starting with a clean, focused content strategy
  
• Building trust through PR, social proof and thought leadership
  
• Structuring the site for experience, not just crawlers
  

This isn’t about tricking search engines. It’s about being the best result, so Google (and ChatGPT, and Brave) want to recommend you.

Let’s wrap this up

SEO isn’t dead. But the way we do it has matured.

If you’re still relying on old-school tactics, here’s your cue to let them go.

What works now:

• Quality over quantity
  
• Brand over blog posts
  
• Strategy over stunts
  

At Smartmonkey, we build SEO strategies that grow alongside your brand. That means fewer shortcuts, more substance and systems that work even when algorithms shift.

If your current approach isn’t getting the results you expected, we’ll show you why.

Book a chat and we’ll give you the straight answer.