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Friends of Search 2025 > SEO isn’t dead, it’s our approach that should be buried – Helpful content & EEAT are not a strategy
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SEO isn’t dead, it’s our approach that should be buried – Helpful content & EEAT are not a strategy

Chantal Smink

Traditionally, SEO has focused on ranking the website in Google. Now that Google demands helpful content and EEAT, our reflex is to figure out how to implement those on the website.

According to Chantal, this website-central approach where it’s about rankings and increasing traffic needs to be questioned.

The role of the website is undergoing a profound transformation. In an era of platformization and instant AI answers, driving traffic is more challenging than ever. Our goals are at odds with those of Big Tech and when we look at Google, it’s clear that the website is increasingly taking a backseat.

So the internet has matured, but our SEO strategies have hardly evolved. If you think helpful content, author bios, and ‘About Us’ pages are SEO’s top priorities, you have a serious problem.

In this session, Chantal will guide you through the changes shaping the industry and outline their implications for different types of businesses. She’ll challenge you to think about what you’re doing and why.

  • Is this the best choice for today?
  • Is it the best choice for tomorrow?
  • Is it the best choice for next year, given the specific company you work for?

And of course, we need to discuss the roles of the SEO specialist, SEO copywriter, and content marketer. How will you ensure that your skills remain relevant in a world that is becoming increasingly visual, moving toward zero-click searches, instant answers by AI and where Google is gradually taking over more tasks traditionally handled by websites?

Chantal Smink

Strategist Organic ChannelsChantalsmink.nl

Chantal is an author, podcaster, speaker, and trainer in SEO & Organic Marketing. With over 14 years of experience, she has witnessed some of the most significant changes and developments in SEO. Chantal has worked on both the agency and client side and is now a freelance SEO & Organic Marketing Consultant.

In March 2022, she published her first book, focusing on addressing users’ informational needs rather than merely targeting keywords. You might already be familiar with her favorite concept, “QPAFFCGMIM,” which she considers the foundation of helpful content that sets you apart. According to Chantal, the combination of QPAFFCGMIM, experts, and videos forms the cornerstone of helpful content and EEAT.

The beauty of this approach? This type of content is particularly effective in a zero-click world: proactively building your brand and expanding your reach.

Those who master this strategy can unlock significant improvements in their SEO performance.

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