The Changing SEO Landscape
I’m Jen Ruhman, owner of Jen Ruhman SEO here in San Diego. If you’ve been watching your website traffic dip, or your leads have slowed to a crawl, let me be blunt: it’s not a coincidence. SEO has changed.
The days of simply tossing keywords onto a page and crossing your fingers are over. In 2025, SEO is a serious, evolving science. And if you’re not evolving with it, your competitors are gladly taking your lost clicks.
Why Guesswork Doesn’t Work Anymore
Google’s Smarter Algorithms
Google’s algorithms are no longer easily fooled. I’ve been doing SEO long enough to remember when keyword stuffing actually worked. Now? Google’s using AI and machine learning to understand context, intent, and authority. The search engine isn’t just reading your content—it’s interpreting it like a human would.
AI-Powered Search is Changing the Rules
With tools like Google’s Search Generative Experience (SGE) rolling out, search results are becoming more personalized, more conversational, and more demanding. If your SEO strategy still looks like it did in 2018, you’re basically invisible.
The Three Pillars of SEO in 2025
After working with dozens of businesses locally and nationally, I’ve boiled down SEO in 2025 into three critical pillars: Strategy, Structure, and Smart Content.
Strategy
Understanding Search Intent
Today, ranking isn’t just about matching keywords—it’s about answering what the user really wants to know. If someone searches “best dentist San Diego,” they’re not looking for a random blog post—they want to know who they can trust to fix their teeth tomorrow. Your content needs to match that intent.
Keyword Research That Reflects Real Behavior
When I do keyword research for my clients, I’m not just pulling data from a tool. I’m looking at how real people search, the questions they ask, and the problems they’re trying to solve. For example, one of my San Diego clients was targeting broad terms like “real estate” when their audience was actually searching “first-time homebuyer tips San Diego.”
Structure
Clean Site Architecture
A confusing, messy website structure confuses Google. If your pages are buried five clicks deep, or your navigation is a maze, you’re hurting your rankings. Clean, organized site architecture makes a huge difference.
Internal Linking for Contextual Authority
One big mistake I see often: websites with great blog posts that aren’t linked to each other. Internal links help Google understand which pages are most important. This is part of building topical authority, which Google rewards heavily now.
Fast, Mobile-First User Experience
Most people are searching on their phones. If your site loads slowly or looks broken on mobile, you’re out of the game before you even start. Google’s Core Web Vitals aren’t optional—they’re mandatory.
Smart Content
Topical Authority and Content Depth
Shallow, surface-level blog posts don’t cut it anymore. Google wants to see deep, authoritative content that fully covers a topic. That’s why my clients often work with me on building out entire content silos, not just one-off posts.
E-E-A-T: Experience, Expertise, Authority, Trust
This is huge in 2025. Google wants to know: Why should we trust you? I work with my clients to build trust signals: author bios, credentials, case studies, testimonials, and more.
Content Designed for Humans (and Search Engines)
You don’t need to write like a robot. In fact, please don’t. The best content sounds natural while still being optimized. That’s exactly how I write for my clients—and for my own site.
My Personal Approach: What I See Daily at Jen Ruhman SEO
Why Clients Are Losing Traffic
Almost every time a client comes to me after losing traffic, I find the same issues:
-
Outdated content
-
Thin blog posts that no longer satisfy search intent
-
Broken internal links
-
Slow site speed
-
Lack of topical authority
Real Client Success Stories
One of my favorite examples is a local San Diego med spa that saw a 200% increase in organic leads after we restructured their site, added authority-building content, and built high-quality backlinks. These wins don’t happen overnight—but they’re 100% achievable with the right plan.
How to Know If Your SEO Is Outdated
Red Flags I See When Auditing Websites
-
Traffic plateauing or dropping
-
Less organic leads month over month
-
Pages that haven’t been updated in years
-
Keyword rankings slipping
-
Over-reliance on paid ads to compensate for lost organic traffic
If you’re seeing these issues, your SEO strategy needs to catch up.
Why Custom SEO Strategies Matter More Than Ever
There is no one-size-fits-all SEO plan anymore. I create custom strategies for each business I work with because your audience, your competition, and your goals are unique.
I’ve seen clients waste thousands on cookie-cutter SEO packages that delivered nothing. That’s why every plan I build starts with a detailed audit and competitive research.
The Cost of Waiting — Your Competitors Aren’t Standing Still
SEO is like a moving sidewalk. If you’re not actively moving forward, you’re falling behind. Every day you wait is another day your competitors are building authority, publishing fresh content, and stealing your search traffic.
What My 2025 SEO Packages Include
When you work with me at Jen Ruhman SEO, here’s what you’re getting:
-
In-depth SEO audit
-
Keyword research based on actual search intent
-
Content plan focused on topical authority
-
On-page optimization (title tags, meta, schema, internal linking)
-
Technical SEO (speed, mobile, structure)
-
Link-building strategies
-
Monthly reporting with real data you can understand
And most importantly — personal attention. You’re not passed off to a junior account manager. You work directly with me.
Let’s Update Your Strategy Before It’s Too Late
If you’ve noticed your traffic slipping or your leads slowing, don’t wait. The longer you delay, the harder (and more expensive) it becomes to recover your lost ground.
DM me ‘SEO 2025’ or call/text me at (619) 719-1315.
Let’s sit down, look at where you’re at, and build a plan that works for how people search today.
SEO Is Still Alive, But It’s Smarter
SEO isn’t dead. It’s simply grown up. And in 2025, if you want to stay visible online, you need more than luck—you need a smart, well-structured strategy designed for how people actually search.
If you’re ready to stop guessing and start growing, I’m here to help.
FAQs
1. Is SEO still worth investing in for 2025?
Absolutely. In fact, SEO is more valuable than ever because it compounds over time and helps you build long-term authority that keeps driving leads even while you sleep.
2. How long does it take to see SEO results?
It depends on your starting point, but most of my clients start seeing measurable improvements within 3-6 months after we begin optimizing their site.
3. Do I really need ongoing SEO, or can I “set it and forget it”?
SEO is never a one-and-done task. Google updates its algorithms regularly, competitors keep publishing content, and search behaviors change constantly. Ongoing SEO keeps you competitive.
4. Can you help if I’ve been hit by a Google update?
Yes. Part of my job is diagnosing what caused your rankings to drop and putting together a recovery plan that gets your site back on track.
5. I’m local to San Diego — do you work with local businesses too?
Absolutely! I work with businesses right here in San Diego as well as nationwide. Whether you’re a local med spa, law firm, or e-commerce brand, I can help build a custom SEO strategy that fits your market.
