Google | Part 2: SEO

Part 2 of our Google series In this episode, Daniel McGowan (Head of Digital Marketing) and Rashan Senanayake (Head of Design) continue IDA’s Google series with a focus on SEO and why the fundamentals still matter in a changing digital landscape. The discussion explores how businesses should approach SEO before moving into newer areas such as GEO and AI search. Daniel explains that while AI tools can support parts of the process, relying on them to create generic website content can make businesses sound the same as everyone else in their industry. The episode highlights the importance of authentic, human-led content. Rather than writing technical jargon or over-optimised website copy, businesses should focus on explaining their services the way they would explain them to a real client. This includes using FAQs, customer conversations, competitor reviews, and common customer problems as content opportunities. The conversation also looks at why SEO is not dead. AI tools still rely heavily on text, structure, headings, tags, and website content to understand what a business does. This means traditional SEO foundations continue to play an important role, even as search behaviour changes. The episode also explores mobile usability, website design, tablets, service pages, Google Business Profiles, social media signals, and the importance of treating SEO as one part of a larger marketing system. This episode is designed for small business owners, founders, and professionals who want to understand what SEO still does, why it matters, and how to build stronger digital foundations before reacting to every new AI trend.