SEO is no longer what it was five years ago. Google is evolving at a dizzying pace, and the latest updates to its algorithm are completely transforming the way we understand online visibility. For marketing agencies, this means a unique opportunity to stay ahead of the competition, provided they adapt quickly.
Today, the search engine does not only rank pages according to links and keywords. Artificial intelligence and conversational search are changing the rules of the game: users are no longer looking for short phrases, but for long, natural and much more specific questions. Google knows this, and its algorithms now prioritize experiences that resolve those intentions accurately and quickly.
The influence of AI on SEO positioning
With the deployment of generative AI in Google Search (SGE), the user experience is placed at the center. Answers appear directly in the search engine, without the need for the user to enter the website, which can reduce clicks on traditional organic results.
This poses a huge challenge for agencies: how to attract traffic in an ecosystem where Google gives the answer in the SERP itself? The key is to optimize for conversational questions and to provide added value to complement those quick answers. In other words: deep, clear and actionable content.
Practical tip: instead of obsessing over generic keywords, focus on long tail keywords related to real problems and doubts of your customers. Example: “SEO positioning” is not the same as “how to improve the SEO positioning of an online store with little budget”.
UX as a decisive factor
Google is increasingly measuring the actual behavior of users on your site. User experience (UX) has established itself as a ranking factor: if your website loads slowly, is not mobile friendly or has navigation problems, you will lose positions against competitors that offer a smooth experience.
The agency that wants to climb positions in this new scenario must work hand in hand with developers, designers and SEO specialists to ensure that the website complies with the Core Web Vitals: loading speed, interactivity and visual stability.
Agency recommendation: check Google Search Console and PageSpeed Insights data on a monthly basis. Small technical adjustments can make a big difference in your positioning.
New key rules for SEO positioning
To summarize, these are the new golden rules of SEO according to Google that your agency cannot overlook:
- Conversational and natural content: answer questions as a human assistant would.
- Long tail keywords: less search volume, but more purchase intent.
- Flawless user experience: speed, responsive design and clear navigation.
- Authority and trust: content backed by data, studies and experts.
- Local SEO and voice: optimize for searches with voice commands and geolocation.
Practical strategies for marketing agencies
The challenge for agencies is twofold: to apply these rules on their own sites and to replicate them on their clients’ projects. Here are some actionable strategies:
- Create content clusters around specific topics. Don’t publish single articles, organize content into pillars and subtopics.
- Integrate AI into your content strategy, but don’t rely on it alone. Add a human and differentiating touch.
- Optimize rich snippets (FAQ, how-to, reviews) to gain visibility in SERPs.
- Encourage interaction on your website: Clear CTAs, simple forms and personalized experiences.
- Monitor SEO trends in real time: the rules change every month, so should your strategy.
Do you want your agency to always be at the forefront of SEO? Start auditing your projects now and adjust every detail before Google leaves you behind.
The role of the EEAT in the new rules
One aspect that should not be overlooked is EEAT (Experience, Expertise, Authoritativeness, Trustworthiness), which Google uses as a framework for assessing the quality of content. It is no longer enough to write optimized articles: it is about demonstrating real industry experience, signing content with verified authors and linking to trusted sources. For marketing agencies, this means generating content endorsed by professionals with a track record and backed by verifiable data. In this way, not only visibility is gained, but also credibility in the long term.
Recommended action: always include success stories, own studies or customer testimonials in your content strategy. This reinforces the agency’s authority and conveys confidence to both Google and users.
The future of SEO positioning
We are entering an era where SEO is not just about positioning, but about connecting better with users’ real intentions. The combination of AI, voice, local search and user experience will mean that only agencies able to offer comprehensive solutions will manage to stay on top.
Marketing agencies that understand these new rules will not only attract traffic, but also build trust, loyalty and conversion with every interaction.
SEO positioning is no longer a checklist of keywords and links. It’s strategy, analysis, user experience and anticipation. If your agency wants to stay competitive in today’s digital ecosystem, it must embrace Google’s new rules and turn them into an advantage.
Now is the time: contact our team and find out how we can help you take your SEO strategy to the next level.
