GRIT’s Digital Marketing Manager Answers Your Biggest Questions
Search engine optimization (SEO) continues to evolve as search behavior, algorithms, and new technologies reshape how people discover information online. From traditional search engines to emerging AI-powered tools, businesses today need a clear strategy for maintaining visibility in a rapidly changing digital environment.
At the same time, many of the questions organizations have about SEO remain surprisingly consistent. How should keywords be used? What role does technical SEO play? How does local SEO fit into the picture? And with the rise of AI-powered search experiences, what does answer engine optimization (AEO) mean for the future of search?
To help unpack these questions, we turned to Devon, GRIT’s Digital Marketing Manager, whose work focuses on developing SEO strategies that help clients improve search visibility while staying aligned with broader marketing goals. Below, Devon shares answers to some of the most common SEO questions we hear from clients and partners.
How do I use keywords to help with SEO efforts?
Keywords are the terms and phrases people type into search engines when they’re looking for answers, services, or information. But identifying keywords is only part of the equation. Knowing how to use them effectively within your content is where strategy really comes into play.
Effective keyword research helps you understand what your audience is actually searching for and how your website content can align with those searches. Once you identify the right keywords, they should appear strategically throughout your site in places such as:
- Page titles
- Headlines and subheads (H1, H2, and other heading tags)
- Body content
- Image alt text
- Meta descriptions
The key is using keywords naturally within helpful content. Search engines are sophisticated enough to recognize when content is written primarily for people versus when it’s overloaded with repetitive phrases.
Just as importantly, today’s search landscape increasingly favors well-structured content that’s easy for both people and search engines to understand. One approach gaining attention is “content chunking,” where longer topics are broken into clearly organized sections that make information easier to scan and interpret. As a recent Search Engine Land article notes, structuring content this way can improve how search engines process information and create a better experience for readers. (Pro tip: A skilled SEO-aware copywriter can help implement this tactic when it makes sense to do so.)
Ultimately, a strong SEO strategy balances thoughtful keyword research with content that is clear, well-organized, and genuinely helpful.
What is Technical SEO?
Technical SEO focuses on the behind-the-scenes elements that allow search engines to properly access, understand, and rank your website. Even the best content can struggle to perform if search engines can’t effectively crawl or index the site. Technical SEO addresses issues such as site structure, indexing, security, and performance to help search engines navigate and interpret your content.
One of the most common areas where businesses encounter challenges is site speed. Slow-loading pages create a frustrating user experience and can negatively impact rankings.
A technical SEO audit helps identify issues that may be limiting visibility and provides a clear roadmap for improving site performance and overall search health.
What is Local SEO?
Local SEO focuses on helping businesses appear in search results for location-based searches.
When someone searches for a nearby service, search engines prioritize businesses that demonstrate strong local relevance. For organizations that serve a specific geographic region, local SEO optimization can be a powerful way to connect with potential customers.
One of the most important elements of local SEO is maintaining an optimized Google Business Profile, but visibility is influenced by several factors, including:
- Consistent business listings across online directories
- Customer reviews and ratings
- Location-focused website content
- Location-based keywords
When these elements work together, local SEO helps businesses appear more prominently in searches from nearby customers who are actively looking for their services.
What is the difference between SEO and AEO?
Search engine optimization (SEO) focuses on helping your website rank within traditional search engine results pages.
Answer engine optimization (AEO) is the practice of helping your content appear within AI-generated answers produced by conversational AI tools and emerging AI-powered search experiences.
And don’t forget about generative engine optimization (GEO), which builds on the foundation of AEO by positioning your content to be referenced or cited when generative AI tools produce responses.
While the terminology may be newer for AEO and GEO, the underlying strategies are closely connected to SEO principles that have long been in play. Content that performs well in traditional search—clear, well-structured, authoritative information aligned with relevant keywords—is also more likely to be surfaced by AI tools when they generate answers, even though those citations don’t always come directly from top-ranking pages. Strong technical SEO further supports this by helping ensure content is accessible, well-organized, and easy for both search engines and AI systems to interpret.
At the same time, according to Search Engine Journal, new research suggests the relationship between traditional rankings and AI-generated answers is evolving. Recent studies show that many sources cited in AI Overviews (AIO) on Google and Bing Generative Search no longer consistently come from top-ranking pages, highlighting how AI systems evaluate information differently from traditional search results. Formats like video, particularly content hosted on YouTube, are also increasingly appearing in AI-generated responses, reinforcing the importance of creating content in multiple formats as search continues to evolve.
How long does it take to see results from SEO efforts?
SEO is best viewed as a long-term strategy rather than a quick fix for website or content visibility.
In many cases, businesses begin seeing early improvements within three to six months of consistent SEO efforts. More meaningful ranking gains often take six to twelve months or longer, depending on factors such as industry competition, the condition of the website, and how consistently SEO work is being implemented.
Search visibility builds over time as search engines gain confidence in the quality, relevance, and authority of your content. Because algorithms are continually evolving, search engine optimization services should be approached as an ongoing process of refinement and improvement, not a one-time project.
We’re Ready to Explore SEO Opportunities for Our Organization. How Can We Get Started?
Today, SEO isn’t limited to optimizing a website alone. Businesses are increasingly thinking about visibility across multiple digital channels, from traditional search engines to social platforms like YouTube and emerging AI-powered tools.
That broader landscape is where a thoughtful SEO strategy can make a meaningful difference.
At GRIT, our team works with organizations to develop and implement SEO strategies that support long-term growth, from keyword research and technical SEO audits to local SEO, content strategy, and emerging AI visibility efforts.
If you’re exploring ways to strengthen your organization’s digital visibility, we’d love to show you what our team can do for you! Get in touch with us today.