settewriter

The SEO Reckoning: Why Ethical Ways Are Timeless

Wed, 20 Aug 2025 16:03:15 GMT

After 14 years in the SEO content marketing trenches, I've seen plenty of "game-changing" updates.

But what's happening right now?

This isn't just another algorithm shift. This is a complete rewrite of how search works, and frankly, most marketers are still playing by the old rules.

The numbers don't lie

AI-driven traffic has exploded by 527% in just five months. Google's AI Overviews are slashing click-through rates in half. And that June 2025 core update? It's still causing ranking chaos six weeks later. If you're still optimizing for traditional search rankings, you're optimizing for yesterday's internet.

Here's what I'm seeing from my B2B clients: the ones who adapted early are thriving. The ones still chasing keyword density and backlink counts? They're hemorrhaging traffic.

The shift is fundamental

We've moved from an "optimize and wait" world to an "instant surfacing" reality. AI models don't care about your domain authority or how many times you mentioned your target keyword. They care about one thing: can your content immediately answer what someone needs to know?

This means everything we thought we knew about content strategy needs an update. That perfectly optimized blog post that took weeks to rank? An AI model can surface it in seconds if it's genuinely helpful. But here's the catch – if it's not genuinely helpful, it won't surface at all.

I've been testing this with my clients. The content that gets cited in AI Overviews shares three characteristics: it starts with a direct answer, demonstrates clear expertise, and uses structured data properly. Notice what's missing? Keyword stuffing. Lengthy introductions. All the SEO theater we used to think mattered.

Look beyond website's traffic

The winners in this new landscape understand that SEO is splitting into two distinct disciplines. Traditional SEO still matters for discoverability, but now we need AIO – AI Optimization. It's about being the source that AI models trust and cite, not just the page that ranks.

But here's what really keeps me up at night: the volatility. Google's rankings are fluctuating like never before. Sites are seeing 60-70% traffic swings overnight. This isn't the stable, predictable SEO world we used to know. It's chaotic, unpredictable, and honestly, a little terrifying for businesses that depend on organic traffic.

Smart marketers are responding by diversifying. They're not putting all their eggs in the Google basket anymore. They're building email lists, creating social media communities, and yes, optimizing for AI citations. They're treating SEO as one channel in a multi-channel strategy, not the only channel.

The opportunity is massive for those who adapt quickly. While competitors scramble to understand what's happening, early adopters are already capturing AI-driven traffic and building authority in the new search landscape.

My advice? Stop optimizing for search engines and start optimizing for intelligence engines. Create content that's so clear, so helpful, and so well-structured that any AI model would want to cite it. Focus on expertise over optimization. Build trust over tactics.

The SEO world we knew has evolved.

The question isn't whether you'll adapt – it's whether you'll adapt fast enough to stay ahead of the curve.

Because in this new reality, the early movers don't just win. They dominate.

"AI is Killing Marketing Jobs!" Really?

Mon, 21 Jul 2025 15:51:06 GMT

I rolled my eyes when I saw another LinkedIn post yesterday claiming that AI tools are going to replace all marketers by next year.

Here we go again with the fear-mongering.

Look, I get it. Change is scary. When I started in marketing 14 years ago, people were panicking about social media "killing traditional advertising." Before that, it was email marketing destroying direct mail.

And guess what? We're all still here.

But the speed of developments in AI and marketing? They're not the apocalypse everyone's making them out to be. They're actually pretty exciting—if you know how to look at them.

Google just told us the web isn't dying

But sadly, it will make brands to pay more and spend more on ads for visibility, IMHO.

While everyone's been freaking out about AI Overviews supposedly stealing all our website traffic, Google's VP of Search basically said, "Hold up. The web is thriving."

Nick Fox called out those doom-and-gloom click studies, and honestly? Good for him. I've been watching my clients' traffic, and yes, things are changing. But dying? Hardly.

The real story here isn't about AI replacing websites. It's about AI helping people find better content faster. And if your content isn't good enough to survive that filter? Maybe that's not AI's fault.

The omnichannel revolution is finally here

Here's what actually got me excited: Klaviyo launched AI-powered tools that can orchestrate customer journeys across email, SMS, WhatsApp, and push notifications—all in real time.

Two billion daily events across seven billion customer profiles. Let that sink in.

This isn't about replacing marketers. This is about giving us superpowers.

Remember when we had to manually segment email lists and hope our timing was right? Now AI can learn each customer's preferred channels and optimal engagement times. It's like having a crystal ball, except it actually works.

The agency shake-up we needed

Yes, AI content tools are disrupting traditional agencies. Companies like Jasper AI and Crayo are cutting content production costs by 90%.

But here's what everyone's missing: this isn't about AI versus humans. It's about efficient humans versus inefficient humans.

The agencies that are panicking? They're probably the ones charging premium prices for cookie-cutter content anyway. The ones thriving? They're using AI to handle the repetitive stuff so they can focus on strategy, creativity, and actual human connection.

I've been testing AI writing tools for months now. They're great for first drafts, research, and scaling content production. But they can't replace the strategic thinking, brand understanding, and emotional intelligence that good marketers bring to the table.

What this really means for us

If you're a marketer feeling anxious about these changes, I get it. But instead of panicking, let's get practical.

First, stop treating AI like the enemy. Start treating it like the powerful tool it is. Learn how to use it effectively. The marketers who figure this out first will have a massive advantage.

Just focus on what AI can't do: understanding your audience's deepest needs, crafting brand stories that resonate, building genuine relationships, and making strategic decisions based on business context and lived experiences of your customers.

And of course, embrace the data. These new AI tools are giving us insights we've never had before. Multi-touch attribution that actually works? Channel affinity that's automatically optimized? This is what we've been dreaming about for years.

The real opportunity

Here's what I see happening: marketing is becoming more human, not less.

When AI handles the repetitive tasks, we get to focus on the work that actually matters.

Strategy. Creativity. Connection. The stuff that makes marketing an art, not just a science.

The brands that win in this new landscape won't be the ones with the fanciest AI tools. They'll be the ones that use AI to amplify their humanity, not replace it.

So instead of asking "Will AI replace me?" try asking "How can AI help me become better at what I do?"

The answer might surprise you.

What's your take on these AI developments? Are you seeing opportunities or just obstacles?

How Can A 21st Century Freelance Writer Thrive in a Competitive Environment?

Wed, 30 May 2012 15:32:37 GMT

What does it take for a freelance writer to thrive in a competitive environment? Before answering the question, we must have a clear definition of a freelance writer. Hopefully, newbies, aspiring writers, and professional writers can glean nugget truths below.

It was in the first quarter of 2011 when I discovered the opportunities for writers on the Internet. It was an unusual venture (if I may call it at that time) for a business and entrepreneurship major, expert in sales and outbound marketing to work in an environment beyond the 8-to-5 day job.

Definition of Freelance Writer

Here’s a definition of freelance writer from About Freelance .

Freelance writers are writers who are not hired on a permanent/staff basis. They are hired to write a specific assignment, which generally occurs in a limited time period.

A freelance writer’s job is unstable unless he/she possibly strikes the gold with one or two long-term clients who are willing to hire him/her in a remote position. Clients may end contract anytime or writing gigs may last only a few days or weeks, depending on the client’s demand.

The Freelance World

I believe one of the promising sectors in Southeast Asia is the rising independent workforce , also known as contingent workers or freelancers who earn their living from a home-based working environment.72% of freelancers are based in North America, 13% live in Europe, 6% are in Asia, and 3% of workers live in South America, according to the Freelance Industry Report 2011 .

Flexibility and freedom are two driving forces of pursuit.If one wished to go for a freelance writing career, he or she must at least know the basic rules in grammar to get paid for an online content. Apparently, the first writing project opens the door for more opportunities while the writer builds his or her portfolio and credibility as a published web content writer.To become an industry expert, it's best to hone the writing skills through continuous grammar test, reviews, and online courses and focus on one to two niches (e.g. technology and business).

Freelance Writing Assignments

Here are some of the popular writing projects for freelance writers:

Writing Website Content
Blogging
Article Writing
Technical Writing
Creative Writing
Copywriting and Editing
Ghostwriting / Ghostblogging
Business letters, resumes, sales copy
News and Feature Articles
Short Stories
E-books
Data Entry and Research

The 21st century freelance writers should be familiar with the basic search engine optimization and online writing ethics—plagiarism and SEO rules—because writing online content is different from writing a short story on a blank piece of paper to get paid.

More than the profits, platform and accomplishments, freelance writers must prioritize value (quality and depth of content) and integrity to thrive in a competitive workforce.

Do you know someone who’d like to work as a freelance writer?

Feel free to share this link.Let me know when do you plan to start your career. You can also leave feedback and questions below.

settewriter

The SEO Reckoning: Why Ethical Ways Are Timeless

The shift is fundamental

Look beyond website's traffic

"AI is Killing Marketing Jobs!" Really?

Google just told us the web isn't dying

The omnichannel revolution is finally here

The agency shake-up we needed

What this really means for us

The real opportunity

Top 5 AI Tools That Every Content Marketer Should Use

1. Jasper AI

2. Perplexity AI

3. Monica

4. Grammarly’s AI assistance

5. Notta

AI Tools Are Assistants, and Humans Remain Indispensable

How Can A 21st Century Freelance Writer Thrive in a Competitive Environment?

Definition of Freelance Writer

The Freelance World

Freelance Writing Assignments