- The evolution of SEO has transformed from search engine to search everywhere optimisation, requiring brands to look beyond Google.
- Successful SEO strategies now prioritise business objectives over vanity metrics while integrating across multiple digital platforms.
Remember when SEO simply meant getting your website to rank on Google? Those days are quickly fading into digital history. The evolution of SEO has been quietly transforming beneath our feet – from keywords and backlinks to a complex ecosystem that extends far beyond traditional search engines.
“Think of it as a natural progression,” says Judy Tay, Head of Content at First Page Digital, as we settle into our conversation at the bustling Digital Marketing World Forum (DMWF). Her eyes light up as she shares what she believes is the next frontier for digital marketers.
“SEO has evolved from search engine optimisation,” Tay explained. “Last year, it was search experience optimisation, but it is still focused on the website and the search engine. This year, it will be optimised for search everywhere. Keep your eyes out – websites will be so integrated into other engines outside of just Google.”
The three stages of SEO evolution
The evolution of SEO can be mapped across three distinct phases:
- Search Engine Optimisation – The traditional approach focused primarily on ranking in Google search results
- Search Experience Optimisation – A more holistic approach considering user experience on websites
- Search Everywhere Optimisation – The current frontier where brands must optimise across multiple platforms and touchpoints
This progression represents a fundamental shift in how digital marketers approach their strategies. As search behaviours diversify across platforms like social media, voice assistants, and specialised apps, the conventional focus on Google rankings alone has become insufficient.
Metrics that matter in modern SEO
When evaluating SEO success, vanity metrics give way to more meaningful performance indicators. Tay emphasises that metrics should align with specific business goals rather than following a one-size-fits-all approach.
“Metrics is extensive,” noted Tay. “It really depends on context – SEO and marketing campaigns can no longer work by executing blindly. Understanding the business needs comes first. If the business wants to see revenue, I believe that should also be part of an SEO report or metrics.”
Tay focuses on engagement metrics for technical evaluation: “I look heavily into things like bounce rate, time on page and things like that. Those, to me, are not vanity metrics. Those are things that can inform the execution side of things.”
However, client-facing reports typically emphasise different aspects: “On the client side, it’s really about traffic, number one, of course. But then we must show what this traffic translates to – whether it’s engagement with specific landing pages, e-commerce conversions, or other valuable actions.”
Red flags in SEO agencies
Choosing the right partner becomes crucial as businesses navigate the evolution of SEO and seek expertise to guide their strategies. Yet many brands struggle to distinguish between agencies that deliver genuine value and those selling empty promises.
“This is something many people keep hush-hush,” Tay noted when asked about industry practices. Drawing from her extensive experience, she outlined three critical warning signs that suggest an SEO agency might be overpromising and underdelivering:
- Inflexible, cookie-cutter solutions
Tay warns against agencies that offer rigid, one-size-fits-all approaches: “A red flag is when an agency pushes only predetermined solutions with no room to pivot or be flexible. They’ll say, ‘You need this pay-per-click (PPC) campaign, you need this SEO package’ without considering your unique business context.”
- Lack of co-creation
“Another warning sign is when agencies discourage client involvement,” Tay explains. “They’ll say, ‘We’ll handle everything—just take a back seat and wait for results.’ This rarely works because collaboration is essential. We aren’t on the brand side day-to-day, so we need that partnership.”
- Limited experience with strategic thinking
Tay says tactical execution without strategic depth is problematic: “You can find someone to handle technical SEO tasks on Upwork or Fiverr, but that’s just execution. Many agencies focus on short-term tactical gains, especially in SEO; you need strategic experience to drive meaningful results over time.”
SEO practices to avoid
As SEO evolves, certain practices can potentially harm businesses in the long run. Tay highlighted a particularly concerning trend: the devaluation of technical SEO.
“The devaluation of technical SEO [is problematic],” Tay stated. “I’m the head of content, but nowadays, many agencies think that you can just optimise content and then just optimise very surface stuff like page load speeds and things like that. But I don’t think that’s the way.”
She emphasised the need for comprehensive strategies: “Given we need to take into account an overview of AI, what is the impact of my brand with the emergence of AI, for example?”
The evolving agency-client relationship
The relationship between SEO agencies and their clients has transformed significantly in recent years. Tay notes that agencies are increasingly functioning as extensions of their client’s teams rather than as external vendors.
“We are now seen as an extension of clients,” Tay explained. “We have some clients that get us to join their weekly stand-up–the entire marketing team, not just SEO specialists, but their sales, product developers, and things like that.”
This integrated approach allows for more comprehensive strategy development. However, Tay acknowledges it’s not suitable for every client: “That’s more towards customer servicing, as well as giving a more comprehensive strategy, which not every business needs or is paying for.”
Beyond integration, Tay emphasises the importance of consultative relationships: “Being able to be consultative – don’t just deliver. I try to have bi-weekly catch-ups with my clients to sit down and [ask] if we are meeting markers. Are we going in the right direction?”
The future belongs to the adaptable
A critical aspect of successful SEO is anticipating and adapting to search engine algorithm updates. While First Page Digital benefits from being a Google Premium Partner, Tay credits their success more to proactive testing and pattern recognition.
“Before Google even comes up with the updates, we have sort of put it to test already,” Tay revealed. “When you run big enough campaigns, you will see a pattern; when you see a pattern, you must form a hypothesis.”
This forward-thinking approach reveals why some agencies thrive while others struggle in the rapidly evolving digital landscape. As Tay emphasises, success in tomorrow’s SEO isn’t about mastering a single platform but understanding the entire digital ecosystem where your audience exists.
The evolution of SEO from search engine to search everywhere optimisation isn’t just another industry buzzword—it’s a fundamental reimagining of how brands connect with audiences.
Those who recognise this shift early and adapt accordingly will survive the transition and discover unprecedented opportunities to dominate digital spaces their competitors have yet to explore.
As Tay puts it, we’re no longer optimising algorithms but for human connection across an expanding digital universe. And in that universe, the old rules of engagement no longer apply.
