Why SEO Is Changing (Again) — And What That Actually Means for Your Business
Let me be honest for a minute.
This constant change in marketing?
It’s not why I started Entrebel.
I didn’t get into this business because I love chasing algorithms, deciphering platform updates, or reworking strategies every time Google, Meta, or some new AI tool decides to shift the rules.
I started this business because I love helping good businesses grow. Period.
But the reality — especially since COVID — is that the way people find, research, and choose businesses has changed faster than almost any other industry I can think of. And like it or not, if you run a business today, you’re in that game too.
You don’t have to love it.
I don’t.
But we do have to understand it.
What’s Actually Changed (From Someone Living It Every Day)
From the inside, this shift hasn’t been subtle.
Search used to be fairly straightforward:
Optimize your site
Publish content
Improve rankings
Drive traffic
Now? Search is becoming a layer of interpretation.
Platforms are deciding:
How to explain your business
What to summarize
Which brands to reference
What answers to show before someone even clicks a website
That’s a big shift. And it’s happening whether we like it or not.
What frustrates a lot of business owners (and honestly, a lot of marketers) is that the rules change constantly. No other industry I know of rewrites the playbook as often as digital marketing.
One month it’s SEO updates.
The next it’s social algorithms.
Now it’s AI-powered summaries.
It can feel exhausting. I get that — because I live in it.
Why We’re Adjusting Our SEO Strategy (Even Though It’s Not Fun)
Here’s the practical reality we’re seeing:
It’s no longer enough for your website to simply rank.
Platforms are evaluating:
Whether your business is clearly defined
Whether your services are easy to categorize
Whether your expertise is easy to summarize
Whether your brand fits cleanly into an industry narrative
That means some businesses with “good SEO” are still getting skipped — not because they’re doing anything wrong, but because their sites aren’t structured in a way that machines can confidently explain.
That’s where this newer layer of SEO comes in.
Not because it’s trendy.
Because it’s becoming necessary.
This Isn’t Why You Started Your Business Either
Let’s be real.
You didn’t start your business because you wanted to:
Worry about algorithms
Think about how AI summarizes your services
Care about how platforms categorize you
You started it because you’re good at what you do.
But unfortunately, being good at what you do isn’t always enough anymore. You also have to make sure the systems people use to find you can understand and explain that clearly.
That’s the frustrating part of modern business ownership.
What We’re Actually Doing (In Plain English)
We’re not throwing out what works.
You’ll still see:
Website updates
Blogs and educational content
Email campaigns
Social media content
Graphic design
Google Ads and paid campaigns
Strategic planning
What’s changing is how we build the foundation underneath it.
Instead of just creating content, we’re:
Defining your expertise more clearly
Structuring your site so platforms understand what you own
Creating authority pages that explain your services in a way that’s easy to summarize
Reducing ambiguity in how your business is categorized
It’s less about chasing platforms — and more about protecting your visibility as they change.
The Social Media Reality (Another Thing No One Loves)
Here’s another thing that’s shifted — and not always for the better.
For most businesses, social media isn’t where people discover you anymore.
It’s where they verify you.
Someone finds you through:
Google
An ad
A referral
An email
Then they check social to see:
Are you active?
Do you look legit?
Do you feel current?
That’s why we focus less on posting for volume and more on maintaining a consistent, professional presence. It’s not glamorous. But it matters.
Why We’re Talking About This Now
Not because it’s exciting.
Because it’s happening.
Quietly, structurally, and in ways that will matter more over the next few years.
The businesses that will be in the strongest position are the ones that:
Clarify what they do
Own their category
Make their expertise obvious
Adapt — even when it’s annoying
I don’t love that this is the reality.
But I love helping my clients stay ahead of it.
The Honest Truth About Fit & Pricing
This newer style of SEO is more strategic and more involved than traditional on-page work.
It includes:
Authority planning
Content structure
Category and entity positioning
Ongoing refinement as platforms change
It’s not right for every business.
But for companies in competitive markets or with longer decision cycles, it’s quickly becoming a real advantage.
If you want to talk through what this would look like for your business (and what pricing would be), reach out. We’ll give you a straight answer on whether it makes sense for you — no hype, no pressure.
Final Thought
Marketing today changes faster than almost any other part of running a business.
That’s frustrating.
It’s not why most of us got into this.
But it is part of the game now.
Our job at Entrebel isn’t to pretend that’s not true.
It’s to help you navigate it smartly, calmly, and in a way that protects your business — even when the rules keep changing.
We’re in it with you.