A Deep Dive Into Modern SEO, Presented by BlackGridSEO.com 

Introduction: The Evolution in Search Marketing

In the early days of search engines, it was enough to sprinkle keywords across a web page and accumulate as many backlinks as possible. Over the years, however, Google’s algorithms have evolved to value something more substantial: meaningful, in-depth content.

Today, advanced AI models—like Google’s Gemini—can interpret context, spot connections between ideas, and understand a page’s true expertise. In other words, simply repeating the right keywords is no longer the golden ticket to high rankings.

In this AI-driven era, search engines don’t just scan for keywords—they measure how thoroughly a topic is covered and how well related concepts connect. This shift highlights the importance of quality, depth, and genuine value over superficial tactics.

This transformation has led to a broader focus on topical authority, in which depth, clarity, and user value are paramount. When we talk about SEO at BlackGridSEO.com, for instance, we emphasize content that thoroughly addresses user needs and explores a topic from multiple angles, rather than relying purely on backlinks.

Let’s explore how evolving standards affect modern SEO strategy, why HubSpot’s recent traffic drop underscores the need for real expertise, and how AI can help build long-term content equity instead of short-lived traffic spikes.

The HubSpot Shake-Up: A Wake-Up Call for Content Marketers

A Steep Traffic Decline

For years, HubSpot’s blog set the bar in content marketing. Then came a sudden drop: organic traffic plummeted from 13.5 million visits in November to 8.6 million in December—nearly 5 million fewer visitors in just one month.

Which pages were hit the hardest? Articles focusing on general-interest topics like resignation letters, famous quotes, and cover letter templates. While these pieces attracted many clicks, they lacked the depth Google’s new algorithms now value. These articles once drew sizable traffic, but they lacked the depth and unique expertise Google’s algorithms are now rewarding.

What Google’s Updates Have to Do with It

This shift came just after Google’s December 2024 core and spam updates, which specifically targeted content that seemed designed to rack up clicks rather than provide genuine value.

Pages made simply to game the system found themselves losing rankings. Ultimately, the update was a strong reminder: wide but shallow coverage doesn’t impress Google anymore.

For any organization or individual creating online content, HubSpot’s drop serves as a wake-up call. Even industry giants can suffer steep declines if they neglect the new SEO frontier: substantial, topic-rich content that truly addresses user needs.

The Evolution of Google Search: From Keywords to Context

From Simple Matching to Complex Understanding

In its infancy, Google matched search queries and web pages largely by analyzing keywords and counting backlinks. But modern AI-driven algorithms like Gemini process information more holistically — help Google discern not just what pages say, but why and how they say it.¹ They recognize context, decode user intent, and discern relationships among topics. This lets Google generate results that better answer what users really want to know—even if they don’t phrase their questions perfectly.

The Emergence of AI Overviews

A notable feature in today’s search results is AI Overviews, which present concise summaries at the top of the page for certain complex queries.²³ The goal is to offer immediate clarity before users click into more detailed resources.

While some worry these quick answers could reduce traffic, it also presents an opportunity: if a summary encourages a user to visit a website, they’re often looking for in-depth, high-value content.

Meet Gemini: Google’s Deeper Intelligence

Unveiled in late 2024, Gemini adds another layer of context by powering Google’s next-generation “agents,” such as the experimental “Astra,” which can interpret real-world visuals (like objects in a smartphone photo).²

This level of intelligence means Google looks beyond repetitive keywords to see if a piece genuinely covers its subject matter. AI can be leveraged for research and deeper insights, rather than just generating generic articles.

Why Topical Depth Matters More Than Ever

Going Beyond Shallow Keywords

Traditional keyword tactics alone no longer ensure high rankings. Topical depth—thoroughly exploring a subject from multiple angles—has become central to SEO performance.⁵ This approach involves:

• Covering every aspect of a theme
• Using data and real-world examples
• Presenting well-developed solutions

The E-E-A-T Connection

Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) has become a cornerstone of Google’s guidelines.⁶⁷ Essentially, Google is asking:

• Experience: Does the content show real-world use or application?
• Expertise: Is the author qualified or knowledgeable on the topic?
• Authoritativeness: Is the site recognized and respected in its field?
• Trustworthiness: Is the information reliable and free of misleading claims?

When content offers genuine insight—rather than broad, generic coverage—it tends to check these boxes. As the HubSpot example reveals, even a well-known brand risks losing rankings if it stops being truly helpful.

Entities, Supporting Content, and the Big Picture

Entities: The Clues That Connect the Dots

An entity is a distinct person, place, concept, or thing that Google recognizes. Think of specific coffee bean varieties, historical figures, or software products. By incorporating entities relevant to your topic, you help Google understand precisely what your page covers and how it relates to other concepts.⁹¹⁰¹¹

If your content discusses latte art, for instance, Google can identify different techniques, coffee bean types, and milk-frothing tools as interlinked entities within your content.

Entity Salience and Internal Links

Entity salience refers to how prominently an entity appears in your content and how meaningfully it’s discussed.¹² If you mention “espresso” in passing versus an entire section on espresso preparation, your salience is vastly different. High entity salience signals genuine coverage of a subject, telling Google that your content is likely to be thorough and beneficial.

Creating a robust internal link structure further strengthens these signals. If you have a blog post about espresso machines that links to another page on latte techniques, you show Google (and readers) that your site has connected knowledge rather than isolated pages.¹³¹⁴ On the flip side, leaving important pages orphaned (lacking any inbound links) can hinder both your SEO and user navigation.

Building a Resilient Content Strategy

Topical Authority vs. Domain Authority

In SEO discussions, you’ll often hear about “domain authority” (how strong your entire domain is) versus “topical authority” (how thoroughly you dominate a particular subject).¹⁶

While domain authority still matters, focusing on a single subject area with rich, multifaceted content can often yield more consistent results in modern search. That’s because Google increasingly seeks the best answer for a query, and a site with specialized depth tends to fulfill that requirement.

Methodology in Action

1. Topical Mapping
   Identify the core topic and its subtopics in a visual layout.¹⁷ This ensures thorough coverage without gaps or repetition.
2. Content Pillars and Clusters
   Create a pillar page as an in-depth overview, then develop cluster articles that explore related facets more deeply.¹⁷
3. Leveraging AI for Research
   AI can scan data sets, highlight emerging trends, or suggest fresh angles. The end goal is still human-centric writing that truly informs.
4. Strategic Internal Linking
   Connect related posts and guides to form a seamless reader journey. This structure benefits both user engagement and search visibility.
5. Optimizing for AI Overviews
   Use clear headings, bullet points, and concise summaries so Google can easily capture key points. Still, the detailed content remains the main draw.
6. Continuous Monitoring and Adaptation
   Regularly review site metrics, track search behavior, and respond to Google’s updates to keep your content ahead of changes.

Conclusion: Embrace AI, Elevate Your Content

Google’s shift toward understanding topics rather than simply matching keywords is reshaping the rules of the SEO game. The rapid decline in HubSpot’s traffic is just one example of how large sites can fall behind if they overlook genuine topical authority.

To thrive, content creators should focus on producing in-depth, thoroughly researched pieces that resonate with readers and reflect real expertise. By integrating entities, addressing user intent, and maintaining strong technical health, you can build authority that endures—no matter how often algorithms change.

In the end, the brands and websites that prioritize clarity, depth, and consistent user value will find themselves best positioned for sustainable, long-term success in an online environment increasingly shaped by advanced AI systems like Google’s Gemini.

Works Cited

1. Google AI Overviews: Everything You Need to Know (and Think About) – Rock Content, https://rockcontent.com/blog/google-ai-overviews/
2. Google unleashes AI in search, raising hopes for better results and fears about less web traffic – AP News, https://apnews.com/article/google-search-ai-overviews-internet-traffic-ebb6bbbde17ed29a5f7b630d9e5e285b
3. Understanding the Impact of Google AI Overviews and ChatGPT on SEO Content Strategy, https://www.walkersands.com/article/understanding-the-impact-of-google-ai-overviews-and-chatgpt-on-seo-content-strategy/
4. What Google AI means for you — and your search results – Northwestern Now, https://news.northwestern.edu/stories/2024/05/what-google-ai-means-for-you-and-your-search-results/
5. What is Content Depth? – MarketMuse Blog, https://blog.marketmuse.com/what-is-topical-depth/
6. The Importance of Topical Authority to SEO in 2024 | JumpFly Digital Marketing Blog, https://www.jumpfly.com/blog/the-importance-of-topical-authority-to-seo-in-2024/
7. How to use topical authority to boost your Google rankings and grow your blog traffic in 2025, https://www.productiveblogging.com/topical-authority/
8. Topical Authority in SEO: Your Comprehensive Guide to Mastering Subject Expertise, https://seodity.com/blog/topical-authority-in-seo
9. Understanding Entity-Based SEO – Ranked, https://www.ranked.ai/blog/post/understanding-entity-based-seo
10. Entity SEO: How to Know the Right Entities to Target for Your Website – InLinks, https://inlinks.com/insight/entity-seo-targeting/
11. Entity SEO: Essential Strategies for Your Site’s Structure – Paradox Marketing, https://paradoxmarketing.io/capabilities/search-engine-optimization/insights/entity-seo-essential-strategies-for-enhancing-your-websites-semantic-structure/
12. Entity-based competitor analysis: An SEO’s guide – Search Engine Land, https://searchengineland.com/entity-based-competitor-analysis-seo-guide-438259
13. Orphan Page: How Does It Affect SEO? – Incrementors Web Solutions, https://www.incrementors.com/blog/orphan-pages-seo/
14. Are Single Page Websites Bad For SEO? | Zima Media, https://zimamedia.com/blog/are-single-page-websites-bad-for-seo/
15. SEO Audit Tool: Free Website SEO Analysis Tool & Audit Report – SEOmator, https://seomator.com/free-seo-audit-tool
16. Our Guide to Building Topical Authority | Anchor Digital, https://anchordigital.com.au/articles/our-guide-to-building-topical-authority
17. The Power of Topical Maps in Content Strategy: A Guide to Building Authority – Bubble SEO, https://www.bubbleseo.com/blog/the-power-of-topical-maps-in-content-strategy-a-guide-to-building-authority/