If you work in marketing or run a company, you’ve probably felt the tremor. Google launches a Core Update, and suddenly, the metrics that yesterday were green, today dawn in red. Or the other way around, you see how competitors that didn’t exist yesterday, today surpass you thanks to a strategy that seems indecipherable.
The reality is that organic positioning is no longer a technical checklist, but a living and sometimes unpredictable ecosystem. Talking about SEO trends today is not to talk about tricks to fool the robot; it is to talk about digital survival and how artificial intelligence has rewritten the rules of the game.
At Inprofit, we are direct witnesses of this paradigm shift. The SMEs and large companies that come to us are no longer simply looking to “appear first”. They seek to understand why, despite having good content, Google’s artificial intelligence (SGE) or platforms like Perplexity are changing the way users consume information.
Adapting to the evolving algorithm is not optional. It is the difference between being invisible or being a benchmark.
From link finder to answer engine: The impact of the SGE
Let’s lay our cards on the table. Google is transforming itself. The Search Generative Experience (SGE) is the elephant in the room that everyone talks about but few know how to manage.
Traditionally, the user would search, Google would offer ten blue links and the user would choose. Now, the search engine wants to provide the answer directly on the results page, generated by AI, without the need for the user to click. This terrifies many content creators: no more clicks?
No, they are not finished, but they are refined.
The current trend pushes us to create content that not only answers a simple question (because that will be answered by Google’s AI directly), but brings a depth, opinion and experience that AI cannot replicate. This is where your strategy must pivot. It is no longer enough to define “what marketing is”; you have to explain “how to apply marketing in times of crisis with real examples”.
The algorithm now rewards real added value over encyclopedic information. If your content is generic, you will be devoured by the automatic response. If your content has “soul” and expertise, you will be the cited source.
EEAT: The moral compass of the algorithm
If there’s one acronym you should tattoo on your marketing strategy for the coming years, it’s EEAT: Experience, Expertise, Authoritativeness, and Trustworthiness.
Google has made it clear that, in a world flooded with content automatically generated by generative AIs, it will prioritize content created by humans with demonstrable expertise.
How does this translate to your website?
It is no longer enough for the admin to publish the articles. You need authors with first and last names, biographies that show why they are experts in the field and links to their professional profiles such as LinkedIn.
The algorithm “reads” who is behind the content. If you talk about health, finance or law (YMYL topics – Your Money Your Life), the demand is at its highest. But even in less critical sectors, brand authority is vital.
At Inprofit, we help companies build that digital authority. It’s not just about writing well, it’s about showing the world (and Google) that you know what you’re writing about. SEO trends suggest that off-page digital reputation (what people say about you on other sites) carries as much weight as what you say on your own website.
Semantic search intent: Goodbye to exact Keywords
Remember when we used to repeat a keyword 20 times in a text? Fortunately, those days are long gone. Modern algorithms, such as BERT and its successors, understand natural language better than many people.
Adapting to the algorithm requires you to stop thinking in “keywords” and start thinking in “entities” and “contexts”.
When a user searches for “cheap marathon running shoes,” they are not looking for a page that repeats that phrase. They look for comparisons, they look for durability, they look for opinions on cushioning. The search engine understands that “marathon running” implies wear, training and health.
Your content must cover the entire semantic field. You must answer the questions that the user doesn’t even know he has yet. If your post about sneakers doesn’t talk about the tread or the type of terrain, you are incomplete in the eyes of the semantic algorithm.
This evolution towards semantics is also what makes it possible to rank on new conversational search platforms such as ChatGPT Search. These engines are not looking for exact matches, they are looking for logic and consistency.
Is technical SEO the great forgotten?
With so much noise about AI and content, we often forget the foundation. And this is where many strategies fail miserably.
You can have the best content in the world, written by the top expert in your industry, but if your website takes 4 seconds to load or the heading structure is chaotic, the algorithm will penalize you. Core Web Vitals remain a critical tie-breaker.
The user experience (UX) is, today more than ever, an SEO factor.
- Loading speed: In mobile it must be instantaneous.
- Visual stability: That the elements do not move while the web is loading.
- Interactivity: Buttons should respond instantly.
A slow website is a sign of disrespect for the user’s time, and Google interprets it exactly that way. Maintaining impeccable technical hygiene is the foundation on which the most advanced SEO trends are built.
Voice and visual search: The new battle fronts
The way we ask questions is changing. With the proliferation of virtual assistants and smart speakers, searches are becoming more conversational and longer (Long Tail).
We no longer write “Italian restaurant Madrid”. Now we say to the cell phone, “Where can I eat a good pasta near here that’s open now?”.
Adapting to this means writing in a more natural way, using direct questions and answers (ideal for capturing Featured Snippets ).
On the other hand, visual search (Google Lens) is gaining ground, especially in e-commerce. Having optimized images, with descriptive Alt Text and structured product data, is essential to appear when someone points their camera at an object they like.
Practical keys to a resilient SEO strategy
To ensure that your company does not follow every update, I propose a proactive approach. Don’t wait for traffic to drop before you act.
Here is a roadmap for aligning your website with the current algorithm:
- Content Audit: Review your old posts, are they still relevant? Update them, add new data, improve readability. Google loves fresh content (“Content Freshness”).
- Structured Data (Schema): Helps the robot to understand your website. Mark what is a product, what is a recipe, what is an event or a FAQ. This helps you gain rich visibility in the SERPs.
- Format Diversification: Don’t just stick to text. Embed videos, add infographics and podcasts. The time spent on page will increase, sending a very positive signal to the algorithm.
The fact: It is estimated that video content is 50 times more likely to generate organic traffic than plain text. Integrate multimedia strategies into your posts.
The future belongs to those who adapt quickly
SEO has died many times over according to the doomsayers, but the reality is that it is more alive and complex than ever. What is dead is the easy SEO, the one with cheap tricks and immediate results without effort.
We are facing an era of digital maturity. SEO trends tell us that the one who best understands the user will win, not the one who best understands the robot. Paradoxically, to please the machine, you have to be more human than ever.
In this volatile environment, having a technology partner that understands the language of business and the language of algorithms is a brutal competitive advantage. At Inprofit, we don’t use crystal balls, we use advanced analytics, artificial intelligence and a team of experts obsessed with performance.
Is your website ready for the next Google update or do you live in fear of disappearing from the first page?
The algorithm waits for no one. Neither does your competition.
Do you want to secure your positioning and climb up the rankings in a safe way?
