Why SEO Content Should Be Built for Topics, Not Just Keywords

Why SEO Content Should Be Built for Topics, Not Just Keywords

Dec 8, 2025

Reading Time: 3 minutes
Why SEO Content Should Be Built for Topics Not Just Keywords
While organic search rankings still play a major role in visibility, they’re not the only viable path. Social media has long offered an alternative, and generative AI platforms like Gemini and ChatGPT are inspiring brand-new subsets of SEO called AIO and GEO. Search engines themselves are also evolving along with advances in AI technology. Google, for example, has been experimenting with a generative AI experience built into the SERP.

2026 will likely see more changes with this, as features like the Web Guide and a fan-out technique make their way out of beta testing and into the standard SERPs.

What Is Google’s Web Guide?

Very briefly, Google’s Web Guide is a hybrid AI SERP that organizes search results differently. Instead of a list of results based on rankings, the Web Guide provides AI-generated clusters of results that provide more information about different aspects of a query. The idea is to make it easier to do a deeper dive into related queries if so desired.

This may sound like a simple reorganization of the SERP, but it actually may signal a shift away from keyword-focused SEO towards topics instead.

How Has Search Evolved Beyond Simple Keyword Matches?

Traditional search generally matched a query to the most relevant pages based on keywords and ranking signals. However, as Google has gotten better at interpreting the user intent behind queries (especially with the assistance of generative AI), reliance on specific keywords may not be as necessary for a sound SEO strategy. Instead, topic breadth is likely to become more important.

Web Guide and Fan-Out

Web Guide’s clusters use a technique called the query fan-out, which means that each query a user is expanded out into multiple sub-topics. This means that one piece of content could potentially rank as a sub-topic for far more queries than its primary purpose. Content that contains multiple related topics is more likely to rank for a much wider range of queries than if it’s tightly focused on just one.

How Does Ranking for Multiple Topics Change SEO Strategy?

The short answer is that it doesn’t, really.

 

While Web Guide and the fan-out style topic groupings are new and experimental, the idea behind them isn’t. Google has long had a “People also ask” section that offers quick links to related queries. This is simply an enhancement and reorganization of a feature that’s been present in Google SERPs for years.

Ranking for AI vs. Ranking for the Featured Snippet

Ranking for the generative AI experience or ranking for the Web Guide aren’t super different in strategy from ranking for the Featured Snippet. What we mean by this is that what ranks here tends to be very focused, factual explanations like bulleted lists and summaries that are part of a larger piece of content rather than the entire content. Every section of your content has the potential to rank on its own in spaces like this.

How To Structure Content To Rank for the Web Guide

Our advice for SEO content strategy has, despite all the changes in the SEO landscape lately, been relatively the same: create good content. All of the changes that Google has been making since the beginning have been to better connect users with the content that is most useful and relevant to them. This means higher quality content.

Of course, that doesn’t mean that there isn’t a strategy beyond just “good” content. Keyword strategy is still important because the words do still matter, because that is how Google connects users to content. You can just rank because of related queries now instead of only for specific keywords. Some strategies that you can use to improve your chances of ranking here are:

  • Cover the full breadth of a topic, including related sub-topics and questions readers may have
  • Format using clear headers – this helps both AI and readers understand your content
  • Format headers as questions so it’s clear what query you’re answering
  • Use bulleted lists where relevant to organize information, especially when it’s step-by-step instructions
  • Provide comparisons and choices that can help users decide on something

The main thing is that trying to anticipate what your audience will ask next needs to be a core part of your content strategy. This isn’t something new; user intent has been a core driver of SEO for a long time, so if you haven’t been thinking about this, then there’s no better time to start, because you could be leaving potential visibility on the table.

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Is There Such a Thing as Guaranteed GEO/AEO Results? (Short Answer: No.)

Is There Such a Thing as Guaranteed GEO/AEO Results? (Short Answer: No.)

Nov 3, 2025

Reading Time: 3 minutes
Is There Such a Thing as Guaranteed GEO/AEO Results?
As AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) gain traction in the SEO world, we’re starting to see a familiar problem: companies promising guaranteed results. We wrote about this issue in the SEO world back in 2023 in our article about why no one can guarantee page 1 SERP rankings. Even as the SEO landscape has changed, the issue (and the truth) hasn’t changed: whether we’re talking about traditional search, AI-generated answers, or the new generative layers appearing in SERPs, no one can 100% guarantee results.

This doesn’t mean that SEO, GEO, and AEO aren’t extremely valuable for companies looking to grow their business online. It’s just that the shortcuts promising guaranteed results are most likely too good to be true.

Why Can’t Anyone Guarantee GEO or AEO Results?

There are several reasons why guaranteed results simply aren’t possible in GEO, AEO, or even traditional SEO, ranging from the simple fact that we don’t control the systems we’re optimizing for to the constantly changing nature of SEO, AEO, and GEO.

Reason #1: Because We Don’t Control the SERPs (or the AI Engines Behind Them)

No one can guarantee AEO or GEO results for the same fundamental reason no one can guarantee SEO rankings: we don’t control the platforms we’re optimizing for. Search engines, AI platforms like ChatGPT, Gemini, and Perplexity, and even the Search Generative Experience (SGE) at the top of a Google SERP, all rely on complex, proprietary algorithms and constantly evolving models. Those systems are what determine which URLs are shared, rank at the top, or appear in the summary, NOT the companies purporting to guarantee results.

Reason #2: Because AI and Search Systems Are Constantly Changing

AI models, search algorithms, and generative systems update continuously—often without announcement, documentation, or any public guidelines. Google rolls out algorithm tweaks quietly. ChatGPT, Gemini, and Perplexity refine their models weekly or even daily. And SGE results can shift from one hour to the next as new data, training adjustments, or ranking signals are introduced. This constant evolution means there is no stable ground for guarantees. A strategy that works today might perform differently next month—or next week—simply because the underlying system changed.

Reason #3: Because User Context and Personalization Change the Results

Even when two people ask the same question, they’re not always seeing the same results—and that’s on purpose. Search engines and AI answer engines personalize outputs based on factors like search history, location, device type, previous interactions, and even inferred intent. And that’s not even getting into how users can customize their accounts with AI platforms like ChatGPT. There’s no single static target “users searching for _____ keywords” with AI. Instead, it’s constantly shifting, shaped by who’s asking, how they ask it, and what each platform knows about them.

There Are No Shortcuts in AEO/GEO–So What Should You Be Doing Instead?

In SEO, sometimes companies guaranteeing results could succeed in manipulating a top ranking. They weren’t necessarily lying. However, those techniques wouldn’t be considered “white hat,” meaning that they were short-term successes until Google updated its algorithm again to discourage that kind of tactic. With AI, however, there aren’t really any shortcuts, black hat or otherwise. So what does this mean for those trying to rank with those systems?

The core philosophy behind AEO and GEO is exactly the same as that of SEO: focus on your users. After all, it’s humans who will be buying your products or using your services, not Google or ChatGPT. It’s ultimately users who drive results by making the searches they do, asking the questions they do, and providing feedback in their clicks or lack thereof. The best way to future-proof not just your SEO strategy but also AEO and GEO is to aim for creating the highest-quality content possible.

 

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What’s the Difference Between SEO and GEO?

What’s the Difference Between SEO and GEO?

Oct 27, 2025

Reading Time: 3 minutes
We’ve been talking a lot lately about how generative AI has been changing the landscape of SEO. Optimizing for AI platforms like ChatGPT and Gemini is now such an important part of SEO that it has its own name: GEO (generative engine optimization). But what, exactly, does GEO involve, and how is it different from normal SEO?

What Is Generative Engine Optimization (GEO)?

Just like how SEO is the process of optimizing your website and content for maximum visibility on search engines like Google and Bing, GEO focuses on optimization strategies targeted at generative AI platforms like ChatGPT, Perplexity, Google’s Search Generative Experience (SGE), which appears at the top of most SERPs, and others.

Generative AI is different from traditional searching in that it provides conversational answers to users and, in many cases, provides answers without users ever having to click on anything. Before, users would make a query with a search engine and then click on the result that appeared to answer the question best. However, generative AI bypasses the need for clicking, meaning that user traffic stays with the AI platform rather than moving to the target site because users don’t have to click away.

This does represent a change in user behavior. If you’re used to thinking of traffic and SERP rankings as the primary measure of success, then it can feel like AI is ruining SEO. But in reality, while it is different, the end goal isn’t the traffic itself. It’s conversions from visitors to customers. And AI can absolutely play a role in that process.

How Is GEO Different From SEO?

Both SEO and GEO aim to make your business more visible — but they do it in different ways:

 

SEO GEO
Focus Optimizing for traditional search engines Optimizing for AI-powered search tools
Goal Rank higher on Google Be featured in AI-generated responses
User Experience Users click through to websites Users get summarized answers
Optimization Type Keywords, backlinks, metadata Entities, structured data, and factual clarity
Outcome Website traffic Brand mentions and inclusion in AI answers

SEO gets you found on Google — GEO gets you featured in AI-driven search conversations. 

Why Should Businesses Care About GEO?

Generative AI tools are changing how people search for information. Instead of typing “best local accountant near me” into Google, users might now ask ChatGPT or Google’s SGE for recommendations and get an instant, AI-generated answer.

If your business isn’t part of the information these tools pull from, you could be left out of the conversation entirely. GEO helps ensure your brand stays visible in this new search landscape, no matter where customers are looking.

Does GEO Replace SEO?

Not at all.

Think of GEO as an extension of your current SEO strategy, not a replacement.

SEO is the foundation of your online presence. It helps Google and other search engines find, understand, and rank your site. GEO builds on that by making sure AI systems can also understand and represent your brand accurately.

Both SEO and GEO are strategies that improve your visibility online, and it’s that visibility that is necessary to convert users into customers. SEO targets where your site ranks on Google search engine results pages. GEO aims to make your brand the one that an AI recommends when someone asks for the best in your industry in your area. And in many ways, the techniques to achieve both of those things are very similar.

How Are SEO and GEO Strategies Different?

If you’ve been staying on top of Google’s recommendations for your SEO strategies, then much of what you’re already doing (or what your SEO company is doing for you) is exactly what you should be doing for GEO as well. Focusing on high-quality, authoritative, trustworthy content that showcases your expertise in your area, for example, is essential for both SEO and GEO.

GEO doesn’t require the same level of keyword strategy, though, as it can parse semantic relationships between words and natural language context. Link-building is also different; while it’s still needed for SEO, GEO looks more for information that is consistent across all of your brand’s platforms.

The bottom line is that both SEO and GEO should form vital parts of your marketing strategy. GEO isn’t replacing SEO; it works alongside it and complements it. 

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How Is AI Changing Keyword Strategy?

How Is AI Changing Keyword Strategy?

Sep 8, 2025

Reading Time: 3 minutes
How Is AI Changing Keyword Strategy?
Keyword strategy has been a major part of SEO since the beginning of the Internet. Originally, black hat SEO techniques like keyword stuffing were common until Google updated its algorithm to negatively impact the search rankings of websites that were gaming the system in such a way. Since then, though, keyword strategy has still been a foundational part of SEO: find high-volume phrases, match user intent, optimize page content.

With the rise of AI-driven search, however, the rules are shifting. Now it’s not just about the right words — it’s also about context, entities, authority, and conversational intent.

What Makes Generative AI Different From Past AI Search Updates?

Artificial intelligence is not new to the search engine world. Google has used AI in its core algorithm for decades. What is new, though, is the generative AI experience (Google’s Search Generative Experience (SGE)) at the top of the SERP. Instead of the search engine matching queries to a list of pages (which it still does, just further down the page), the search engine now pulls data from multiple sources and compiles it into a single AI-generated overview that it presents to users at the top of the SERP.

How Are Keywords Used in AI Overviews?

In the generative AI environment at the top of the SERP, keywords may not match users’ queries directly to a list of web pages, but that doesn’t mean that they’re not still useful. With generative AI, keywords instead serve as signals that can help the AI connect your content to a larger topic or intent cluster.

For example, if a user searches for “best running shoes for flat feet,” what shows up in that generative AI experience may not actually be a list of the best running shoes for flat feet. Instead, it’ll generate an overview of the topic, citing sources from across the Internet. Whether or not your web page is included as one of those sources depends less on whether your keywords are exact-match for the topic and more on whether your content:

  • Covers the broader topic cluster (in this case, running shoes, performance, and foot health)
  • Answers the question asked in clear, structured language
  • Provides unique and authoritative insights
  • Is considered a trustworthy source

Why Does Context Matter More Than Keyword Volume?

Traditionally, keyword strategy was more about volume and competition. The ideal keywords to try to rank for were those that had a high volume of search queries but had a low number of others trying to compete for the top search rankings. And while that’s still relevant for the search results below the generative AI overview, that’s not really the case for the generative AI section itself.

Because AI can interpret synonyms, vocabulary variations, and related user queries, over-optimizing for just one keyword isn’t as effective. It’s more likely for your content to be selected for the AI overview if it’s informational and authoritative across the larger topic rather than just a single keyword.

Why Do Human Insights Matter in AI-Driven Content?

Despite the heavy integration of AI throughout the search process, ultimately, it’s designed to match human users with the answers to their queries. There’s a lot of surface-level content, including content produced by AI, available on the Internet. This means that what makes content stand out is what only humans can add: unique insights, original research, and expert knowledge. Making sure that your content delivers more than what a machine can generate on its own–the creativity, experience, knowledge, and insights that make us human–is what increases the likelihood of ranking at the top of the SERP within the generative AI overview.

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How Long Does SEO Take To Work?

How Long Does SEO Take To Work?

Jul 25, 2025

Reading Time: 3 minutes
How Long Does SEO Take To Work
SEO can be a very rewarding marketing strategy, but it’s the one that can take longer to show results. But how long can it take for your SEO strategy to start producing that return on investment? The short answer is that it depends. There are a lot of factors involved, from what your SEO strategy involves to your industry to Google’s latest algorithm update.

Keep reading to learn what can affect timelines and how to know if you’re on the right track with your SEO strategy.

Why Is SEO a Long-Term Strategy?

While paid ads can generate immediate results, SEO does not. This is because SEO is more of a long-term trust-building exercise. It takes time for Google to recognize your website as a reliable source of information about your chosen keywords. Google doesn’t just look for technical soundness or content relevance; it also looks for things like trustworthiness and authority, both of which are built up over time, as well as consistency over time. 

By nature, SEO has to work over a longer period of time because it takes time to build trust with users, which translates into trust with Google.

What Is a Typical SEO Timeline?

While no SEO timeline is exactly the same, and a lot of factors could influence the actual amount of time it takes for an SEO strategy to start producing results, it’s possible to start seeing some early results in 3-6 months from when you implement the strategy. Most likely, you may start seeing real results between months 6 and 12. However, be aware that this is only a general estimate, and the actual timeline could be different. Most SEO vendors who promise results on a strict timeline may be using black hat SEO techniques that could backfire in the long run for shorter-term gains.

What Factors Impact the SEO Timeline?

How long it can take for your SEO strategy to produce results can depend on a range of factors, including:

The Age of Your Website

Newer websites have farther to go to establish trust and authority. If your site and domain have been in use for longer, you may have a slight time advantage because if you have established traffic and a foundation in technical SEO on your site, you may be able to gain momentum more quickly.

The Quality of Your SEO Strategy

How good your SEO strategy is also plays a major role in your results. Too small a budget or inconsistent efforts can make it take longer to see any return on your investment. If you aren’t including all possible SEO techniques (technical SEO, regular content creation, keyword research, ongoing link-building), then your SEO strategy just won’t be as effective as if you’d budgeted for all of these efforts. SEO also builds on itself over time, so pausing your SEO initiatives can derail the progress you’ve made.

The Competitiveness of Your Keywords

What this boils down to is that how quickly you can see results may depend on your industry. If you’re trying to rank for specific keywords that are highly competitive, then it may take longer. This is because a lot of others are targeting those same keywords and have had much longer to build trustworthiness for those keywords. You may have quicker success by targeting long-tail keywords, more niche keywords with less competition, or local SEO.

Google’s Algorithm Update

Lately, it seems like Google is constantly updating its algorithm. This can disrupt the rankings, either positively or negatively, which could either set back your timeline or push it forward, depending on how the update affected you. Google tends to make updates with the purpose of improving the algorithm’s ability to deliver the highest-quality results to searchers. This means that focusing on high-quality, trustworthy content that showcases your expertise and experience can help to protect your site from being negatively impacted by a Google update.

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SEO vs. PPC: Where Should Your Marketing Dollars Go?

SEO vs. PPC: Where Should Your Marketing Dollars Go?

Jun 9, 2025

Reading Time: 4 minutes
SEO vs. PPC Where Should Your Marketing Dollars Go
If you’re marketing your business online, you already understand how important visibility on search engines like Google can be to your success. But earning those top spots isn’t always easy, especially if you’re working with a limited budget. In a perfect world, you’d have unlimited time and resources to invest in every aspect of your business, including your marketing strategy. In reality, however, businesses, especially smaller ones, have to make smart, strategic choices about where to focus their budget and efforts.

One of the more common decisions we see business owners grappling with is whether to invest more in SEO or PPC. Both can offer powerful benefits, but they work in very different ways. Which choice is right for you depends on a number of factors, including your budget, your goals, and how quickly you need to see results. Understanding what each strategy brings to the table and how those benefits align with your business goals and needs is the first step towards making the decision that’s right for you.

At a glance, SEO and PPC may look similar. They’re both marketing strategies designed to make your business visible online to potential customers. How they work, however, and the possible ROI can be very different.

SEO (Search Engine Optimization)

SEO is a long-term strategy that focuses on earning long-term visibility through high-quality content, website optimization, and authority with search engines. This strategy takes time and won’t deliver results overnight. But if you do it well, you’ll end up with consistent traffic, strong brand credibility, and a better long-term ROI.

PPC (Pay-Per-Click Advertising)

PPC, on the other hand, is all about speed. You don’t have to wait to earn a top spot on a search engine results page because you’ve bought a place there. You can even target specific groups of people to narrow the focus down to just your target audience, so the ads appear for those most likely to click.

What’s the Difference?

SEO is like planting a garden. Seeds you plant may not bear fruit for a long time, but when they do, they can be incredibly abundant. PPC, on the other hand, is like flipping a switch. Once you turn those ads on, they can have instant results. However, that immediate reach is tied directly to how much you’re willing to spend.

 

Factor Speed of Results Cost Traffic Longevity Click-Through-Rate Trust and Perception Best Use
SEO Slower build, can take 3-6 months or more to gain traction No cost per click, but can be labor-intensive up front and requires maintenance Long-lasting traffic if your SEO efforts are maintained over time Typically higher for high-ranking organic results Generally viewed as more credible by users
PPC Instant visibility as soon as the ads go live Cost per click, and also requires time and labor to set up ads Traffic stops as soon as you stop the ads Often lower than organic listings They’re clearly ads, and many users find them less trustworthy

 

Factor SEO PPC
Speed of Results Slower build, can take 3-6 months or more to gain traction Instant visibility as soon as the ads go live
Cost No cost per click, but can be labor-intensive up front and requires maintenance Cost per click, and also requires time and labor to set up ads
Traffic Longevity Long-lasting traffic if your SEO efforts are maintained over time Traffic stops as soon as you stop the ads
Click-Through Rate Typically higher for high-ranking organic results Often lower than organic listings
Trust and Perception Generally viewed as more credible by users They’re clearly ads, and many users find them less trustworthy
Control and Flexibility Influenced by search engine algorithms, and can have less control over short-term results You have full control over the ad copy, budget, targeting, and timing of the ad
Data and Insights Dependent on trends over time and analytics Data is available quickly, and it’s easy to test an ad and quickly refine it
Best Uses Building long-term authority and consistent traffic Launching a new product, promoting a sale, or targeting a specific audience

Which Is Best for You, SEO or PPC?

The honest answer is that it depends. Neither SEO nor PPC is universally better than the other. Each has its strengths and fulfills different needs. Building consistent traffic over time requires a good SEO strategy, while PPC can help provide fast results, especially if you have a new product or service to offer or are running a promotion.

For many businesses, the right answer ends up being a mix of both. PPC serves as an excellent testing ground because you get data back more quickly. But because of its higher cost and the lower level of trust users have in ads, it’s not necessarily a great long-term strategy. Using PPC as you can afford to while you build your SEO strategy, and then tapering back on the ad spend when the organic results improve, can be how the two work together to maximize your marketing budget and return on your investment.

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