That’s right – your decades-old brand is in serious danger of being wiped out this year.

Ooh, the drama! But there is a genuine point to it. AI-generated content is flooding the internet. Google keeps moving the goalposts. Zero-click searches are back with a vengeance. And if your brand isn’t evolving, it’s at serious risk of fading away.

I’m a ‘rule of three’ guy, so here are 3 things every publisher needs to get right this year:

01. Double-down on EEAT instead of researching more keywords

It’s no longer enough to churn out content stuffed with search terms. You need to show real Experience, Expertise, Authority, and Trust. That means proper author bios, citing reputable sources, using first-person singular POV, and showing as well as telling.

02. Go for depth of knowledge, not breadth

Thin, surface-level articles just don’t cut it anymore. Build depth around your topics. Link related pieces together. Cover the questions your audience actually asks. Focus on what your brand means to its readers. Become the go-to source, not just another voice in the crowd.

03. It’s not GEO, it’s not SEO… it’s Everything Optimization

This is the big one. It’s not just about content or code anymore. You’ve got to optimise everything (site speed, mobile experience, structure, tone of voice, branding, intent…) for everything (search, feeds, GenAI, social…).

Basically, in 2025, being ‘pretty good’ isn’t cutting it. Your strategy needs to be targeted, your content genuinely useful, and your brand authentic.

If you’re a publisher or content brand and want to chat about how to make this happen, connect with me on LinkedIn or pop a comment below. Happy to help.