Staying ahead in the ever-evolving world of Search Engine Optimization (SEO) can feel like chasing a moving target. That’s why our very own Derek Kent, SEO Director at iNet Media, sat down with Digital Web Solutions on their E-Coffee with Experts Podcast to talk about how SEO has transformed—from the days of keyword density dominance to the era of AI-driven strategies and real, data-informed marketing.
Below, we’re sharing the highlights of Derek’s conversation, insights into iNet Media’s approach, and why blending human creativity with AI tools can be the key to success.
Listen to the Podcast Now
Table of Contents
From Keyword Density to Traffic & Engagement
In the early days of SEO, Derek explains, success often relied on stuffing pages with keywords and building massive link networks. That tactic simply doesn’t cut it anymore. Modern SEO revolves around user-centric content—the kind that’s not just optimized for search engines but genuinely helpful to real people.
Engagement metrics like traffic, click-through rates, and on-page interaction have become critical ranking signals. “If your content is not just SEO-optimized but written for human beings,” Derek notes, “you’ll gain more traffic and engagement that signals to Google your content is worth ranking.”
The Power of Google’s Helpful Content Update
A major turning point Derek highlights is the Helpful Content Update. Google introduced it to emphasize content that truly solves user problems or answers questions—rather than just hitting word-count targets or keyword quotas.
For brands and marketers, it means:
- No more fluff or filler just to hit a “keyword density.”
- A stronger focus on solving genuine queries with concise, actionable content.
- The need to regularly audit existing content so that your site isn’t bogged down by outdated or repetitive information.
AI as Your Assistant—Not Your Replacement
While AI writing tools and chatbots can be powerful, Derek cautions against using them as the sole source of your content. Google is increasingly skilled at recognizing auto-generated, low-value text.
“Use AI as an assistant to brainstorm ideas, create outlines, or speed up research,” Derek says, “but keep your human creativity at the heart of your content.”
The blend of human insight with AI efficiency can help you produce unique, engaging, and optimized posts that rank—and resonate.
The iNet Media Approach: Data-Driven & Client-Focused
Here at iNet Media, we pride ourselves on being more than just an SEO provider. As a full-stack digital marketing agency in Calgary, we combine:
- Technical Expertise: Developers, UI/UX designers, content writers, and SEO/SEM digital strategists under one roof.
- Data-Driven SEO: We measure and analyze everything—from Google Analytics 4’s (GA4) traffic and engagement to key event conversions—before recommending strategies.
- Real Marketing Principles: We start by truly understanding your business model and market dynamics. “We’ll never just rely on data in isolation,” Derek explains, “we also talk to our clients to discover exactly how their customers behave.”
By integrating these elements, we’ve consistently helped clients across Canada, the United States, and the UK improve organic traffic by upwards of 15-20%. Our unified approach focuses on driving qualified leads, improving on-site engagement, and converting traffic into tangible results.
Why “Real Marketing” Matters in SEO
One of Derek’s biggest themes is that modern SEO isn’t just about hitting the top of Google with the right keywords. It’s about meeting customer needs and solving problems—the essence of real marketing.
For example, Derek recounts helping a client who offers training courses. After analyzing their data and talking with them, he realized they needed to split their paid courses into half-free, half-paid options. The result? More engaged traffic, better brand loyalty, and ultimately higher conversions.
Key Takeaways from Derek’s Podcast Appearance
- Focus on Engagement
High-value, user-friendly content is the new SEO gold. Traffic and on-page engagement signals to Google that you’re delivering quality. - Leverage AI Wisely
AI tools are excellent for research and outlines but always add a human touch to keep your content unique and authoritative. - Know Your Clients, Know Your Audience
Derek emphasizes the importance of truly understanding a client’s goals, market nuances, and user behaviour to craft successful strategies. - Monitor and Refine
Treat SEO as an iterative process—regularly review your data, prune underperforming content, and keep optimizing based on insights. - Real Marketing Principles Drive Results
Whether you’re optimizing for local visibility in Calgary or expanding to international markets, blend data analysis with genuine, customer-centric marketing tactics.
Listen to the Podcast
Curious to learn more about Derek’s journey, his biggest lessons in SEO, and how he tackles real-world challenges for our clients? Check out the full episode of “The Evolution of SEO: Navigating the Shift from Keyword Density to AI-Driven Strategies” on Digital Web Solutions.
Ready to Evolve Your SEO Strategy?
At iNet Media, our team of SEO specialists, developers, writers, and marketers understand that today’s digital ecosystem demands innovative, data-backed strategies. We combine decades of experience with forward-thinking technology to help businesses like yours achieve real growth.
- Interested in iNet Media’s full-stack digital marketing services?
Contact iNet Media to discuss how we can help you navigate and thrive in an AI-driven SEO landscape. - Focusing on Agriculture?
Check out our sister agency, iNet Ag, specializing in agricultural marketing tailored for producers, Ag tech, and agri-business.
Stay tuned for more insights, case studies, and expert tips from our team at iNet Media. And don’t forget to catch Derek’s full interview for even deeper dives into the next frontier of SEO.
