10 old SEO tactics that still dominate in the AI era

Most marketers are still stuck in 2015 and can’t keep up with the AI-driven age of SEO. If you’re not adapting fast, AI’s not your problem: you are. Here are 10 SEO tactics that still work in the AI era, along with where to modernize your strategy.

1. Topic clusters still work.
It’s not about keywords anymore. Google and AI models want deep, comprehensive coverage. If you can’t go deep on a topic, you’re not getting ranked.

2. Free tools are still the best link magnets.
I used to build free tools because they beat paid ads. That strategy’s even more valuable now. Tools are faster and cheaper to build with AI. Use them to earn backlinks and trust.

3. YouTube is an LLM darling.
Reddit, Wikipedia, and YouTube are core sources for AI-generated answers. SEO isn’t just about Google anymore; it’s about getting cited across platforms.

4. Search has gone omnichannel.
Instagram, Pinterest, Amazon, Perplexity, ChatGPT: SEO today means Search Everywhere Optimization. Learn the algorithms. Optimize for all of them.

5. What’s old is new again.
Internal links, guest posts, and brand-building aren’t dead. They still work because the fundamentals of trust and authority haven’t changed.

6. Brand queries = SEO power.
I’ve bought companies just for their brand traffic. Strong brands rank better in both traditional search and LLMs. You can build or buy one. Either way, brand equity matters

7. Content freshness wins.
LLMs prioritize updated info. Use Google Search Console to find content that’s losing impressions or rankings and refresh it. AI can help you find the gaps.

8. Stop regurgitating content.
Write about what no one else is saying. Novel content still beats SEO clones and keyword filler.

9. Partnerships scale faster than backlinks.
Start with a link. Build to co-webinars, events, and content swaps. Big results come from real collaboration.

10. Links still matter.
Mentions help. But links + mentions? That’s what gets you ranked in both search and LLMs. Free tools, content, brand = link juice.

To mastering SEO in the AI age,
Eric Siu

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