If you're still focusing on keywords and backlinks like it's 2014, it's time to rethink your strategy.
SEO has changed, and now it’s about something much bigger: branding. AJ Kohn’s article, “It’s Goog Enough”, has shaken up the SEO community, showing us how Google’s way of ranking content has changed. Spoiler alert: SEO isn’t just about pleasing search engines anymore. It’s about creating a brand that people recognize, trust, and want to engage with.
In this new era, old-school SEO tricks like stuffing pages with keywords, chasing backlinks, and using technical shortcuts aren’t as effective as they used to be. The brands that stand out and keep their audience coming back are the ones winning in search rankings.
So, what does this mean for the future of search? And more importantly, how can you adapt to stay ahead of the curve? Let's dive in and find out.
Why branding matters more than ever?
For years, the SEO playbook was simple: find the right keywords, build a bunch of backlinks, optimize your meta tags, and boom — watch your rankings climb. But things have changed. Google’s algorithm has evolved, and now, it’s less about the technicalities and more about how users interact with your brand. If they trust your brand and engage with it, Google takes notice.
Simply put, Google’s search results are increasingly favoring brands. And why? Because users trust brands. They’re more likely to click on a result from a name they recognize. This creates a feedback loop where known brands get more clicks, which improves their rankings, which in turn leads to more clicks. It’s a virtuous cycle that’s tough to break into if you’re not already a recognized player.
'Goog Enough' summary: 9 key insights
If you haven't read "It's Goog Enough" yet, we highly recommend you check it out. It’s packed with insights that could change the way you think about SEO. But since it’s a bit lengthy, here’s a quick rundown of the nine key takeaways from AJ Kohn’s big update:
- Google’s ‘Good Enough’ plateau
Google’s search quality isn’t improving as quickly as it used to. It seems to have reached a “good enough” stage, where the push for perfection has slowed down. This could mean Google is either getting comfortable or focusing on different priorities.
- Brand bias in the algorithm
Google’s algorithm increasingly favors brands because users do. People naturally click on brands they know, which improves those brands' rankings over time.
- Implicit user feedback
Google weighs user interactions — like clicks on search results — heavily. The more engaged users are with your content, the better your website will perform in search rankings.
- Click data’s role
It’s not just about getting clicks; it’s about what happens after. Click-through rates (CTR) and overall engagement data are extremely important in determining where your content ranks.
- Navboost and beating expectations
Google may promote content that performs better than expected. A page ranked fourth could leapfrog to the top spot if it shows strong engagement metrics.
- Google doesn’t fully ‘understand’ documents — yet
Google’s understanding of content is still primarily guided by user reactions. It doesn’t fully comprehend the meaning behind a page but relies on how users respond to it.
- User interactions shape search results
Google’s algorithm continually learns from user interactions — past behavior influences current rankings, and current behavior will impact future results.
- Design experiences that teach Google
Your content should be designed not just to satisfy users but to help Google understand that users are satisfied. Think of it as feeding Google data to improve your future rankings.
- Content engagement is key
With user interactions as a cornerstone of SEO, content that resonates with your audience and encourages them to engage with it is more valuable than ever.
The online gambling industry: A case study in SEO’s evolution
Let’s take a real-world example: the online gambling industry. It’s a highly competitive space where SEO is notoriously tough. But here’s the kicker: despite the high stakes, the industry is often stuck in outdated SEO practices.
Regulatory hurdles and redundant strategies
Companies operating in the gambling sector face strict regulations that vary by region, making it necessary to launch localized sites that comply with different laws. On top of that, these companies often recycle the same old SEO strategies — focusing heavily on backlinks and mediocre evergreen content, all while hoping for the best.
The overreliance on backlinks
Many gambling sites rely on backlinks from private blog networks (PBNs) or paid link vendors, but this tactic is increasingly unreliable. Google’s algorithm is becoming smarter at identifying low-quality links and rewarding content that genuinely engages users.
The branding problem
Perhaps the most glaring issue in the gambling industry’s SEO approach is the lack of focus on branding. Few gambling companies have a strong social media presence or a unique brand identity. Without a recognizable brand, they struggle to take advantage of Google’s brand bias.
The top two search results for “best online casinos” in the United Kingdom. Both are huge brands; only one of them is a brand in the gambling industry.
This is a microcosm of what’s happening across many industries. Companies that fail to invest in their brand and user engagement are missing out on long-term SEO success.
Why SEO can’t stand alone anymore
Nowadays, SEO can no longer be treated as a standalone strategy. It has to be integrated into a broader marketing effort that includes social media, content marketing, and — most importantly — branding.
Gone are the days when you could rely solely on SEO to drive traffic and revenue. Now, your SEO efforts need to be backed by a strong, cohesive brand that resonates with your audience across multiple channels.
A holistic approach to SEO
To succeed in this new era, SEO professionals need to think like marketers. That means understanding the principles of branding and integrating them into your SEO strategies. It’s about creating a seamless experience where users encounter your brand on social media, in search results, and through engaging content.
Think of SEO professionals as the roadies for the content band. Their job is to make sure the stage is set for the brand to shine. That means not just optimizing for search engines but ensuring that the content itself engages and resonates with the audience.
How to adapt?
So, how can SEO professionals and affiliate marketers adapt to this new brand-first approach? Here are some actionable strategies:
- Focus on brand building
Invest in creating a strong brand identity that resonates with your audience. This could mean improving your social media presence, developing a unique voice, or creating content that tells a compelling story.
- Engage your audience
Engagement metrics like CTR, time on page, and repeat visits are becoming increasingly important in Google’s algorithm. Create content that not only attracts clicks but keeps users engaged.
- Use multi-channel marketing
SEO can’t do all the heavy lifting anymore. You need to complement your SEO efforts with social media, email marketing, and paid advertising to build brand recognition and drive traffic from multiple sources.
- Create high-quality, engaging content
Content is still king, but it’s not just about volume anymore. Focus on creating content that’s genuinely valuable and engaging for your audience. The more your content resonates, the more signals you’ll send to Google that your brand is worth ranking.
- Don’t over-rely on backlinks
While backlinks still matter, they’re not the end-all-be-all of SEO. Focus more on creating content that naturally attracts links and engagement rather than relying on artificial link-building schemes.
Conclusion
The message is clear: SEO is no longer just about keywords, backlinks, and technical optimization. It’s about building a brand that people know, trust, and engage with. The SEO professionals who succeed in the future will be those who can integrate their efforts into a broader, brand-driven marketing strategy.
SEO isn’t dead — it’s evolving. The future of SEO is here, and it’s brand-first.
