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In the ever-shifting world of digital marketing, one thing remains constant — the need to be found by the right people at the right time. But with AI changing how content is created, discovered, and ranked, how should small businesses and SMEs in Leicestershire approach SEO today?
At Dotwall, we’ve seen how businesses can thrive by combining strong SEO fundamentals with modern tools like AI. In this guide, we’ll break down what’s changed, what hasn’t, and how to evolve your SEO strategy for long-term success.
The Fundamentals of SEO Still Matter
Despite the AI boom, the core building blocks of search engine optimisation are still very much intact. If you want to rank well, you still need to:
- Understand Keywords and Topics People still search using keywords and questions. It’s just as important now as ever to know the terms your customers are using and create content around them.
- Make Content Discoverable Your website still needs to be crawlable and indexable. Technical SEO (site structure, sitemaps, speed, mobile usability) is still key to being seen.
- Earn Backlinks When other trusted websites link to yours, it tells Google your content is valuable. That still contributes to your rankings.
These fundamentals are the foundation. But in 2025, they’re just the starting point — not the full picture.
A Shift to a User-Obsessed Mindset
For years, SEO advice was centred around reverse-engineering the top-ranking pages: copy what they’re doing, tweak the words, slot in a few keywords, and build some links.
But that approach has hit its ceiling. Search engines, especially Google, are now laser-focused on delivering the most useful, relevant answer to a search query — not just the one that ticks technical boxes.
Old SEO:
- Write for the algorithm
- Mimic competitors
- Keyword-stuff your content
New SEO:
- Write for the user
- Understand intent
- Solve real problems
Rather than asking “How do I rank for this keyword?” — start asking “What does my customer actually want to know?
This means:
- Answering real questions clearly
- Giving examples, comparisons or explanations where needed
- Making your content easy to digest, whether that’s through well-structured writing, visuals, or even video
AI Tools: Your Assistant, Not Your Copywriter
There’s been a lot of buzz (and concern) around AI content tools. At Dotwall, we use them every day — but we use them properly.
Here’s the reality:
AI doesn’t replace strategy, experience or understanding. It supports them.
How AI Can Help:
- Brainstorm content ideas and headlines
- Draft blog post outlines or landing pages
- Analyse search trends and keyword data
Where AI falls short:
- Knowing what actually matters to your audience
- Matching your tone of voice or brand personality
- Creating content that builds trust with real people
The quality of AI output depends entirely on who’s using it. If you don’t understand SEO or your audience, AI will happily churn out generic content that doesn’t move the needle. But in the hands of an expert, it becomes a powerful tool to accelerate results — not replace the thinking behind them.
Don’t Rely Solely on Google
While Google is still the main search engine for most businesses, it’s not the only platform that drives visibility and traffic.
Algorithms change all the time — rankings can shift overnight. That’s why it pays to diversify where your content lives and how it’s discovered.
SEO principles like keyword research, user intent, link building and technical performance can be applied across platforms, including:
- YouTube – second-largest search engine in the world
- Pinterest – great for lifestyle, design and ecommerce content
- Reddit – excellent for niche audiences
- Quora – builds authority by answering real-world questions
- Even marketplaces like eBay or Etsy, where search plays a key role
The key takeaway? Build your presence across platforms that make sense for your business, and apply the same user-first SEO principles everywhere you show up.
Final Thoughts: Where SEO is Headed
SEO in the AI era isn’t about beating the algorithm — it’s about understanding your audience better than anyone else, and creating content that genuinely helps them.
If you’re running a small business or SME here in Leicestershire, here’s what we recommend:
- Get the fundamentals right — don’t skip the basics
- Shift your mindset — write for people, not just search engines
- Use AI to support your workflow, not run it for you
- Be ready to adapt — and don’t put all your eggs in the Google basket
If you’re considering a new website but not sure where to start, we offer a completely free homepage mock-up — no strings attached. It’s the perfect way to see how your business could look online before making any decisions.
Need help with your online presence?
Let’s chat! Book a free call today and discover how we can elevate your website and digital strategy.
