Aug 21 • SEO
SEO 2.1 by Bruce Clay
My Top 5 Takeaways
- SEO isn’t dead—it just grew up. The old days of keyword-stuffing and link-spamming (SEO 1.0) are gone. Today’s SEO (2.1) is about intent, entities, and building trust signals that machines (and humans) can actually read.
- You must optimize for the entire SERP, not just one blue link. Success now means grabbing multiple placements—AI Overviews, featured snippets, local packs, knowledge panels, videos, images—so your brand shows up across formats.
- Schema and structured data are mandatory, not optional. Schema tells AI and search engines who you are and what your content means. Without it, your site is practically invisible to modern search models.
- Topical authority + E-E-A-T win the game. Search engines reward deep coverage, clear authorship, proof of expertise, and user-first design. Thin keyword content is a liability.
- SEO is now a continuous loop. The job isn’t “set it and forget it.” It’s plan → ship → measure → tune → repeat. Sites that adapt monthly get compounding gains.
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SEO 2.1 by Bruce Clay
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