Search has never stood still, and today it’s evolving faster than ever. From AI-driven search experiences to demands for better speed, trust, and relevance, SEO is no longer just about keywords – it’s about authority, intent, and adaptability. To unpack what this means for businesses navigating the digital landscape, we sat down with DBS Digital’s SEO experts Beth and Dan.
In this interview, they share their insights on where SEO is headed, the mistakes businesses still make, and how to build strategies that drive sustainable growth in an AI-first world.
Beth: SEO Specialist
Dan Atkinson: Digital Marketing Manager
The Big Picture
How do you see the role of SEO evolving in the next 3-5 years?
Beth:
In the next 3–5 years, SEO will be shaped heavily by AI. Search engines will provide more direct and personalised answers, so brands will need strong brand awareness and trust to stand out. AI tools will support optimisation, but human creativity and expertise will remain key to building credibility and lasting visibility.
Dan:
From the user’s perspective, the attraction for using AI is that you can ask it to do the heavy lifting. For businesses, it is essential to be an outstanding business because AI is already going beyond websites to make recommendations.
What’s the biggest mistake companies make when they first invest in SEO?
Beth:
Treating SEO as a ‘set it and forget it’ project. SEO needs consistent work to keep up with search engines, competitors, and user behaviour. Another common mistake is expecting instant results. SEO is a long-term investment.
Dan:
Putting too much emphasis on the design. Yes, a website has to look good, but it’s pointless if no one can find it. There needs to be a balance between design, functionality and content.
Link Building and Authority
What’s the future of link building – are backlinks still as important as they used to be?
What role does thought leadership content play in building domain authority?
What role does thought leadership content play in building domain authority?
Beth:
Thought leadership shows expertise and credibility. By sharing unique insights, data, or perspectives, businesses can attract backlinks, gain trust from their audience, and stand out from competitors. Over time, this positions the brand as an authority in its field, which supports both rankings and reputation.
Search Intent and Content
Why is search intent more important than keywords in today’s SEO landscape?
Dan:
The consumer decision-making process is complex but typically covers:
- Problem recognition
- Information gathering
- Alternatives evaluation
- Purchase decision
- Post-purchase evaluation
What role do topic clusters and pillar pages play in modern SEO?
Dan:
Topic clusters are great for strengthening your relevance and authority on a subject and helping you target information-gathering searches. The idea is to have a service or product page supported by interlinked content. The more in-depth and helpful the supportive content is, the more effective it will be.
AI and emerging trends
How is AI changing the way search engines rank content?
The next generation of SEO will be interesting because, if anything, AI unlocks additional ranking factors that are harder to game and more human in nature. Historically, search engines have largely used everything connected to a website to rank it for keywords. However, we already know AI can consider non-website factors, such as people talking about a brand, which can only be a good thing, in my opinion.
Do you see AI tools as a threat or an advantage for SEO specialists?
I see them as an advantage, but only when used for good, not shortcuts. For example, I see AI as an advantage when helping write the first draft of a product page, not the final draft.
What’s your take on AI-generated content and its impact on rankings?
What’s your take on AI-generated content and its impact on rankings?
AI-generated content can be useful when used correctly. The main thing to remember is EEAT (expertise, experience, authority and trustworthiness). Content still needs to be user-focused and offer real value, but AI can support research, speed up creation, and, when used well, help improve your content without harming SEO performance.
Dan:
As Beth said, it’s great when used correctly. There has been a huge influx of what’s being called “AI slop” because the quality of AI content can be low. But as the technology improves and the emphasis moves away from people using it to cut corners, the better it will get. In terms of using AI to rank better, I wouldn’t rely on it entirely, but it’s an excellent tool for finding direction with SEO.
Practical and actionable advice
IF a business only had the budget to improve one aspect of SEO where should they start?
Dan:
Getting the traditional SEO elements right will give businesses a strong foundation to build on. But there are lots of things that can be done that only require time, such as asking for reviews and posting to social media.
What quick wins can companies implement today that will have a noticeable impact?
Dan:
Better highlight your trust factors; they should be unmissable from the second visitors land on your website. Additionally, I’d recommend simplifying your buying / enquiry process.
If you could give business leaders one piece of SEO advice for 2026, what would it be?
Beth:
For 2026, my top SEO advice is to focus on building trusted, user-focused content. With AI increasingly shaping search results, search engines are prioritising value, relevance and experience, so businesses that invest in strong brand authority and excellent user experience will stand out.
Conclusion
As Beth and Dan remind us, the future of SEO won’t be defined by shortcuts or quick wins, but by trust, authority, and a relentless focus on user experience. AI may change the tools and tactics, but the fundamentals- clear intent, valuable content, and seamless usability- remain the cornerstones of long-term success. For businesses, the challenge is to stay agile, invest in credibility, and view SEO as a strategic commitment rather than a one-off project. Those who do will keep pace with the changing search landscape and will stand out.
