SEO has changed. So have we. Here’s how Signal is evolving our strategy to meet a new era of discovery.
The way people search for information is changing quickly and dramatically. At Signal, we’re responding with intentional updates to how we think about, plan, and execute SEO. These shifts aren’t about chasing trends—they’re about aligning with where real user behavior is going, while applying the experience we’ve gained over years of search work.
Here’s a look at how and why our SEO strategy is evolving.
A Multi-Platform Mindset
People aren’t searching in one place anymore. TikTok, Reddit, YouTube, Bing, ChatGPT—they’re all part of the modern discovery experience. We’re adjusting our strategy to meet people across platforms, creating content that’s designed to surface in these newer search contexts, not just on Google.
Creating Content for Snippets and AI Overviews
These spaces—whether it’s Google’s featured snippet or an AI summary—are often the first (and sometimes only) thing a user sees. That means the way we write matters more than ever.
With Google’s AI Overviews and other AI tools reshaping how summaries are generated, we’re writing with clarity and precision. That means including short, confident statements that answer core questions directly, making content more likely to appear in featured snippets and in AI-generated answers.
One way we’re supporting this is by intentionally embedding structured FAQs into content. For a recent client project, we worked FAQs seamlessly into long-form copy—both as scannable anchors for users and as clear signals to search engines. Each question was phrased the way users naturally ask it, and each answer was written to be brief, useful, and standalone, making the content better suited for both AI parsing and human consumption.
It’s a small structural shift with a big payoff: improving search performance and user experience at the same time.
Working in Sprints for Faster, Smarter Results
Rather than a slow and steady cadence of publishing one article a month, we’re shifting to SEO sprints—short, focused periods of high activity that drive momentum and early results. These sprints allow us to concentrate effort, learn quickly, and scale what works.
While the shape of a sprint might vary by client or campaign, a typical 90-day arc might look like this:
- Sprint 1: Strategy Sprint – Perform audits, map competitor content, conduct audience and topic research, and develop a content roadmap.
- Sprint 2: Optimization Sprint – Tackle technical fixes, update legacy content, and begin writing new assets.
- Sprint 3: Production Sprint – Rapidly publish high-quality content based on the strategy and begin promotion and measurement.
Each sprint builds on the last, but we’re structuring for momentum. Early signals matter, and we’re designing for them.
Maximizing Every Asset Through Repurposing
Content doesn’t end with a blog post. We build with reuse in mind:
- Turn blog posts into email newsletters
- Pull insights into LinkedIn carousels
- Schedule periodic republishing cycles
- Extend into thought leadership and social media storytelling
This helps us make the most of our content investments, and reach audiences wherever they’re paying attention.
Starting with People, Not Just Keywords
Rather than letting keyword tools dictate what we publish, we begin by listening—to customers, internal teams, and the conversations happening across the industry. That insight shapes our content strategy from the start, helping us prioritize the questions people are actually asking and the challenges they’re actively navigating.
For example, in our work with a client in the clinical research space, we heard consistent interest around emerging areas like real-world evidence, decentralized trials, and evidence development strategies. These topics weren’t always reflected in high-volume search terms—but they came up regularly in discussions with customers and SMEs. Instead of waiting for keyword tools to catch up, we developed content that addressed these areas head-on, then layered in keyword validation to structure and support what we created.
And while some of these pieces targeted low or even zero-volume terms, they played a key role in strengthening topical authority. When content is relevant, precise, and aligned with actual audience needs, it helps elevate the entire content ecosystem—both in terms of rankings and reader trust.
This people-first approach leads to more useful, resonant content, stronger alignment with user intent, and better long-term SEO performance.
Focusing on Topics, Not Just Traffic
Our goal isn’t just to rank for isolated high-volume keywords. It’s to build topical authority—showing up consistently across a set of related ideas, themes, or problems our audience cares about.
For instance, instead of writing one high-volume article on “clinical trial recruitment,” we might build a content cluster that explores everything from digital outreach strategies to stakeholder alignment—creating both depth and discoverability.
That kind of depth sends stronger signals to search engines and builds more trust with users over time.
Prioritizing Content That Converts
We’re evaluating content opportunities through a new lens—looking at the business impact, not just search volume. That means:
- Choosing topics with higher conversion potential
- Spotting content gaps in the SERP
- Evaluating competitors’ topical strength and intent
- Publishing concise, media-rich content that meets user needs
We’re also using AI tools to help scale improvements and make regular content updates more efficient.
Earning Authority, the Right Way
Rather than focusing on backlink volume, we’re prioritizing credibility. That includes investing in digital PR, thought leadership, and content that’s worth linking to—because it’s helpful, original, and trustworthy. It’s a more sustainable approach to building visibility and brand equity.
In the long run, this builds more than rankings—it builds trust.
Let’s Recap
Signal’s SEO strategy is shifting in ways that reflect today’s search realities. We’re still learning, still testing—but what’s clear is that success now requires a more agile, cross-platform, and audience-centered approach.
It’s not about abandoning what’s always worked, it’s about building on it with clarity, creativity and purpose.
Looking to reframe your own SEO strategy? Let us help.
