Is SEO Always Changing? Here’s What’s Actually True - and What Still Works

If you’ve ever felt like SEO is a moving target, constantly shifting with every Google update or tech trend—you’re not alone. A comment I recently saw summed it up well:

“SEO can be so tricky since it’s constantly changing!!”

This feeling is incredibly common, especially among therapists and small business owners who want to show up online without turning into full-time marketers. And yes—some things in SEO do change. But here’s the truth: most of what actually helps you get found online hasn’t changed in years.

This post will walk you through what’s really going on with SEO, what still works in 2025, and how to approach the changes (including AI) without feeling overwhelmed.

The Feeling: SEO Feels Like a Moving Target

You’ve poured time and care into your website. Maybe you've even written blog posts or updated your About page with intention. But Google rankings? A mystery. Search traffic? Inconsistent.

That nagging thought creeps in: If SEO is always changing, why bother?

The emotional weight of SEO confusion is real—and completely valid. It can feel like trying to win a game where the rules change mid-play. But let’s take a closer look at what’s really happening.

The Truth: Some Parts of SEO Change—But Most Don’t

Google makes regular algorithm updates—some sources say thousands per year. But most of these changes are minor refinements, not foundational shifts. The goal of these updates? To provide better, more helpful results to users.

According to Google’s own documentation, their Search Quality Evaluator Guidelines (SQEG) have emphasized the same core principles for over a decade: relevance, helpfulness, trust, and user-centered content.

So if you’re doing honest, human-centered work online, you’re already aligned with Google’s direction.

Think of SEO less like a volatile stock market and more like tending a garden. There are seasons, yes—but the basics remain: good soil (content), water (internal links), sunlight (keywords), and time.

What Hasn’t Changed—And Still Works in 2025

Let’s get specific. Here’s what continues to matter, regardless of updates:

Write for Humans, Not Algorithms

Google’s Helpful Content System now explicitly rewards content that’s created for people, not just search engines. This means clear, empathetic writing wins over keyword stuffing or robotic blog posts.
Source: Google Helpful Content Update

Use Clear Keywords That Match What People Search

People still search things like:

• “anxiety therapy Seattle”

• “how to rebuild trust after betrayal”

• “EMDR therapist near me”

These are still keyword phrases. The strategy? Use language your clients actually use, in your page titles, headers, and content.

Organize Your Site Thoughtfully

Meta titles, internal linking, headings (H1s, H2s), fast page speed, and mobile responsiveness still make a difference.

Prioritize Local SEO

For therapists and small business owners, local search visibility is essential— clients are still searching for services using location-based phrases like “anxiety therapy Seattle” or “EMDR therapist near me.”

According to the 2023 Local Search Ranking Factors Survey by Whitespark, the most influential factors for appearing in Google’s local “map pack” are:

• Google Business Profile (GBP) elements
  The top individual ranking factor is the primary GBP category—for example, setting it to “Psychotherapist” or “Mental Health Service.” Other strong signals include business title keywords and completeness of the profile.

• Review signals
  Factors like review quantity, average rating, and inclusion of relevant keywords in review text all contribute to local visibility.

• On-page SEO
  This includes having relevant keywords in your page titles, content, and headings—especially your homepage and location-specific pages.

• Behavioral signals
  Metrics such as click-through rates, call clicks, and engagement with your listing are also growing in influence.

Source: Whitespark Local Search Ranking Factors 2023

What Is Changing—and How It Might Actually Help You

EEAT Is Getting More Attention

You may have heard the acronym EEAT—Experience, Expertise, Authoritativeness, and Trustworthiness. While EEAT itself isn’t a direct ranking factor, it plays a major role in how Google assesses high-quality content. This feedback influences algorithm direction over time.

And here’s the good news: if you're a therapist, coach, or practitioner sharing real-world insights from your lived or clinical experience, you're already doing what Google is leaning toward.
Source: Google Search Quality Evaluator Guidelines – Section 3.4

“People-First” Content

Google continues to crack down on clickbait, thin content, and AI-spam. It prioritizes content that’s helpful, clear, and specific—especially in areas related to health and wellbeing.
That means if you’ve been showing up consistently, writing from the heart, and staying rooted in your expertise? You’re exactly where you need to be.

YMYL Content Requires More Care

Therapy and mental health fall under what Google calls “Your Money, Your Life” (YMYL) content—topics that can significantly impact someone’s health, finances, or safety. Google applies more rigorous quality standards to these areas to ensure that the content people find is trustworthy and safe.

Source: Section 2.3 of Google’s Search Quality Evaluator Guidelines

Okay, But… What About AI?

With tools like ChatGPT, Claude, and Gemini becoming mainstream, it’s fair to ask: Is AI replacing SEO? Or changing how people find us?

Here’s what you need to know:

AI is changing how people interact with search—but not whether they search.

Google is experimenting with AI-generated summaries in search results (like its Search Generative Experience). But those summaries still pull from real, high-quality websites. If your content is strong, accurate, and well-structured, it can still show up as a source—even in AI answers.

AI Content

Google has stated that for high-impact topics (like health, safety, and financial advice), it favors expert-created, original content. AI-assisted content can be helpful, but it won’t replace the need for authentic, well-informed human voices—especially in therapy. You can absolutely use AI to brainstorm, organize ideas, or repurpose content. But your unique tone, lived experience, and clinical lens will always be your biggest differentiator—in Google’s eyes and in your clients'.

What About AI Optimization (AIO, AEO, GEO)?

There’s been a lot of talk about new acronyms—AI SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO). But are these truly distinct strategies? And do you need them to be found in AI-driven search?

What These Terms Mean

• AEO (Answer Engine Optimization): Focuses on structuring content—via FAQs, schema markup, conversational tone—so that AI answer engines (like Google SGE or ChatGPT) can easily cite it.

• GEO (Generative Engine Optimization): A more formal approach coined in academic literature, emphasizing how generative AI systems choose and reference sources. Strategies include clean structure, embedding relevancy, and topical authority.

• AIO (Artificial Intelligence Optimization): A technical framework focused on how content is embedded, indexed, and retrieved within AI model systems. It emphasizes token efficiency, semantic clarity, and interpretability.

What’s True Today: Insights from Google

Google’s official guidance confirms there are no additional technical SEO requirements to appear in AI Overviews or AI Mode. Pages eligible for classic search with snippets are also eligible to be referenced in AI-driven features—no separate AEO or GEO setup needed. Here’s the direct quote from Google:

“You can apply the same foundational SEO best practices for AI features as you do for Google Search overall: making sure the page meets the technical requirements for Google Search, following Search policies, and focusing on the key best practices, such as creating helpful, reliable, people-first content.”

(There’s that guideline again - “creating helpful, reliable, people-first content”)

Source: Google — AI Features and Your Website

Final Thoughts: SEO Is Less About Tricks—and More About Trust

If SEO has ever felt like an ever-changing puzzle, take heart: the foundational pieces are surprisingly steady. What’s shifted is Google’s focus: it’s less about technical tricks, and more about whether your content genuinely helps people.

That shift works in your favor—especially if your work is rooted in trust, empathy, and expertise.

Here’s the truth:

• SEO isn’t about chasing algorithms.

• It’s about building trust online.

• It’s about showing up clearly, consistently, and helpfully.

And if that sounds similar to your work as a therapist... maybe you’re already more equipped than you think.

Ready to Take One Small Step?

If this resonated with you, try this:

• Visit your homepage, and read it as if you were a potential client.

  • Is it welcoming? Easy to understand?

  • Does it clearly explain what you offer and who you help?

  • Would someone feeling uncertain or overwhelmed feel a sense of trust and clarity?

• Add a brief FAQ using real questions your clients ask.

  • Think about what comes up in consultations or first sessions.

  • Address common concerns like “How do I know if therapy is right for me?” or “What should I expect in the first session?”

• Replace one piece of clinical language with client language.

  • For example, instead of “evidence-based modalities,” try “approaches that are proven to help.”

  • Speak in the words your clients use when they first reach out—not the words you'd use at a clinical training.

SEO is a long game—but it's also a learnable one.

Want help optimizing your site without losing your voice?
Before I became a therapist and opened my private practice in 2017, I spent 20 years as a software developer with a focus on web development and SEO. Today I bridge those two worlds by helping other therapists with SEO audits through consulting and self paced courses. I would love to help you make sure your site reflects your voice and helps the right people find you. Let’s connect!