SEO Expert Explains Why It’s Failing & What to Fix Now
▼ Summary
– Bill Hunt is an industry pioneer with 25+ years of experience, focusing on repositioning search to drive shareholder growth through marketing.
– He identifies three key problems in SEO: paralysis, distraction from AI hype, and neglect of fundamentals, which vary in impact by business type.
– Three fundamental shifts in search include evolved intent understanding, reducing friction, and prioritizing monetization over just being helpful.
– AI tools reward consensus over originality, requiring businesses to link new ideas to familiar terms and user language for visibility.
– Companies should ensure discoverability by analyzing query paths and focusing on core SEO principles like indexability and authority in AI-enhanced environments.
SEO isn’t broken, it’s evolving, but many businesses are stuck in outdated habits. Bill Hunt, a seasoned digital marketing expert with decades of experience working with global brands, argues that the real issue isn’t AI or algorithm changes but a failure to adapt to fundamental shifts in how search works today.
The biggest obstacles? Paralysis, AI hype, and neglected basics. Companies often freeze their SEO efforts, unsure of what to prioritize. Others chase every new AI trend while ignoring core principles. Meanwhile, businesses relying on informational content face the toughest challenges, as AI now directly answers queries that once drove traffic to their sites.
Three critical shifts are reshaping search:
- Intent matters more than ever: Google prioritizes what users truly want, not just keyword matches.
- Frictionless experiences win: platforms reward content that delivers answers quickly and seamlessly.
- Monetization drives visibility: helpful content still matters, but profitability influences rankings.
Hunt shares a revealing case study from his work with Absolut Vodka. Instead of obsessing over rankings, his team analyzed Google’s interface changes and adapted their content accordingly. By emphasizing vibrant drink visuals and ingredients, they aligned with how users interacted with search results, driving millions of visits.
AI tools favor consensus, not originality. Generative models synthesize widely accepted information, making it harder for radically new ideas to surface. To stand out, businesses must bridge the gap between innovation and familiar concepts. For example, introducing a new bread-cutting method? Explain how it improves upon traditional techniques, otherwise, AI may overlook it entirely.
Discoverability hinges on problem-solving. Traditional keyword research falls short if users don’t know your product exists. Hunt advises searching for symptoms or pain points related to your offering. If you don’t appear in results, ask why, then create content that fills those gaps. Tools like ChatGPT or Perplexity can reveal exactly what’s missing.
The solution? Return to fundamentals with a modern twist. Ensure your site is crawlable, authoritative, and aligned with user intent. The core principles of SEO haven’t disappeared, they’ve just shifted context. Instead of fearing AI, use it to diagnose gaps and refine strategies.
Hunt’s key takeaway: Stop chasing trends and focus on what truly drives visibility. Test queries, analyze gaps, and adapt. The future of SEO isn’t about reinventing the wheel, it’s about applying timeless principles in smarter ways.
For deeper insights, follow Hunt’s ongoing series on connecting search visibility to business value. His approach doesn’t just help marketers, it gives them the tools to secure executive buy-in in an era of rapid change.
(Source: Search Engine Journal)
