Hi there,

I recently had some fascinating conversations with three separate companies:

• An auto parts reseller
• An online professional education hub
• A higher-ed institution selling online courses

What do they all have in common? A portfolio of websites, on different tech stacks, at different SEO maturity levels, all looking for a unified strategy.

What stuck out? They still believe in the value of SEO.

Despite everything swirling around us (the AI noise, the uncertainty, the budget freezes) there’s still an appetite for clarity, strategy, and guidance.

That should be encouraging for anyone in this space.

Why SEO Strategy Still Matters

There’s a temptation right now to go all-in on tools.

Don’t get me wrong, AI and SEO tools are impressive and massively beneficial.

But chasing trends without direction? That’s a recipe for waste.

The below is an example of 3rd party that leaned on an SEO tool for its technical audit. Without a suggestion on how to resolve technical issues.

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Companies don’t need another SEMrush screenshot or a generic audit report.

Brands need someone to:

• Assess the reality across multiple platforms
• Understand the bandwidth of their teams
• Build a roadmap based on context, not just crawl data

That’s where real SEO value lies. Not in the tools, but in how we interpret them. In how we prioritize. In how we communicate.

Soft Skills Are the New SEO Superpower

If there’s one thread that’s impossible to ignore, it’s this:

The best recommendations fall flat without strong communication.

That’s what separates good SEOs from great ones.

Being able to explain not just what to do, but why it matters.

To translate a thousand data points into one clear, confident plan.

And to be kind, even when reviewing bad agency work.

In the case of the higher-ed institution, working with the 3rd party was unavoidable.

As such, playing nice is critical, not just for communication but for the sake of our client.

👉 Related: Mastering SEO Collaboration – Better teamwork means better SEO. Here's how.

Don’t Let AI Derail Your Focus

Google’s AI Overviews are changing the game. It’s tempting to panic in light of zero-click results.

But here’s the truth: AI doesn’t fully understand the layered intent behind most searches (especially across the buying journey) nor can it do an SEOer’s job of realizing site changes across an org.

That’s where we come in.

To cut through the noise, lean on strategy over shortcuts. That means:

• Building for the full funnel: From helpful blog content to high-intent product pages and engaging videos, meet your audience where they are (top, middle, and bottom).
• Blending SEO with UX and CRO: Dwindling traffic can still convert. Your strategy should carry users from discovery to action, smoothly.
• Loop in stakeholders: Build strategies around real customer insights. When you align SEO goals with what internal teams and users actually need, your recommendations gain traction and buy-in.

And don’t stop at Google. If your users are hanging out on YouTube, TikTok, or in their inbox—show up there too.

Tools might evolve but the job hasn’t changed: guide users, earn trust, drive value.

👉 Related: Moz's 2025 Top SEO Prediction – Read my take on how SEOs should stay ahead in light of AI

What I’m Learning

Some leads are drying up. Others are just getting started. Either way, I’m feeling hopeful again.

​This isn’t business as usual. But that doesn’t mean there’s no business.

So here’s what I’m focusing on:

• Soft skills, hard prioritization
• Cutting through hype
• Staying kind, staying sharp
• And above all, staying human

Let me know what you're seeing out there. Are your clients leaning more into strategy or still chasing quick fixes or focused on AI?

Would love to hear from you.

Take care,

Edwin Romero

Independent SEO Consultant

📖 I'm writing a book. Read about!

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