Search engine optimization (SEO) is a constantly evolving field, influenced by new technology, algorithm updates, artificial intelligence (AI), and the changing habits of users. And despite rumors to the contrary, SEO is still relevant, especially for small businesses trying to attract local clientele. 

“SEO is transforming from something that was more global to something that’s more personal,” says Myrna Daramy, a growth marketing specialist and digital marketing educator scheduled to present, “Harness the Power of SEO … Finally with the help of AI Tools!” at Imaging USA 2026 in Nashville, Tennessee. “People are now searching within their own ecosystem for what’s personal to them. ... If you’re going to meet people where they are, and you’re going to connect with specific people in your area, then SEO, now more than ever, is really important.”

EVOLUTION OF SEO

Originally, online search referred to mainstream search engines like Google. You type in a search term or phrase, such as “modern art,” it delivers results, and the user can click on the links provided. Fast forward to today and search engines are integrated into almost every platform—from social media to AI chats to the applications used in business. SEO includes the ways we connect with information on various systems, so we should think about it in those broader terms, not just as a traditional Internet search, Daramy explains.

“It’s a relationship,” she says. “If someone asks a question, you’re trying to produce a response that’s going to match what they’re looking for. Search engine optimization is the main way to do that. It’s meeting someone where they are along their journey and being able to provide them with an exchange of information.”

KEYWORDS AND BEYOND

To leverage SEO, understand how your customers think, how they search, and what language they use in their searches. Then consider the terminology you use throughout your business communications and promotions. Does that terminology align? 

For example, if you’re a wedding photographer, it’s helpful to view things through the eyes of an engaged couple. What keywords would they use to find the perfect wedding photographer? What kinds of images are they looking for? Be strategic about what you publish online so you stand a better chance of connecting with them. “Anytime you upload content online—whether it’s images, whether it’s words, whether it’s video—you need to be thinking through how you can make it optimized enough so that if someone’s searching for it, it will show up,” says Daramy.

AI GAME CHANGER

Over the past couple of years, AI has changed the way people search, she explains, citing AI-generated search summaries on Google and channels like ChatGPT as examples. At the same time, the fundamentals of traditional SEO have never been more important. AI systems deliver information in new ways, but they’re still gathering that information from human-generated content across the internet. To remain relevant and show up in this new era of search, Daramy recommends revisiting a core SEO fundamental called E-E-A-T (Experience, Expertise, Authority, Trust)

• Experience. Do you have first-hand, real-world experience with the topic?
• Expertise. Do you have an expert level of knowledge on the subject matter?
• Authority. Are you considered an authority on the topic?
• Trust. Is your site considered honest, safe, and reliable?

If you can answer yes to these questions, your content is more likely to rank in online search and show up in AI-generated search results. With every piece you post and website revision you make, keep these principles in mind. 

USE AI TO YOUR ADVANTAGE

AI hasn’t just changed the way people search online; it’s also offered a new set of tools to help you optimize your content. Today, you can use AI chat systems as your SEO assistant. Daramy recommends ChatGPT or Claude for generating keyword ideas and adapting your marketing language. Start by asking the chat to provide the most popular, most widely used keywords and key phrases for your specific genre. Be specific and modify the search for your target audience. For example, if you’re a Chicago-based wedding photographer specializing in outdoor events, you could enter a prompt that says, “Give me high-intent keywords related to outdoor wedding photography in the Chicago area, used by 25- to 35-year-old women when searching for a wedding photographer.” Be sure to check the results to make sure the content isn’t outdated or plagiarized from other online sources, Daramy advises.

Then compare that terminology with the terms you’re using to describe your work. The idea isn’t to replace your human-generated content with AI-generated terminology; it’s to adjust your language to more closely resemble the language used by your customers. This is important, because if your customers are talking about your services and products differently than how you refer to them, they’re less likely to find you in online searches. It’s an exercise of mirroring your customers’ language while still maintaining your originality. “You want to take the information provided by AI, and craft it so that it is authentic to you,” says Daramy.

Next, apply this updated, keyword-rich language to everything you post online. Sprinkle that terminology into your social media posts, blog posts, email messages, and other communications. And, of course, strategically apply this language to your website content. Assign a focus keyword for each page of your site and fill out the page title and meta description fields with content that uses these keywords. When uploading images to your website (or anywhere else online), rename your image files using your target keywords. Also, fill out the alternative text field for images with a description that uses the keywords. You can even ask the AI chat to help you write these titles and descriptions, as long as you modify the AI-generated language with your own twist.

SEO is not a set-it-and-forget-it enterprise. It takes continual maintenance and adaptations to stay relevant and visible. “I often compare it to working out or yoga practice,” says Daramy. “You can’t just do it once and expect good results forever.” The factors affecting search rankings are constantly changing. Staying relevant in online search means regularly posting new content, updating your site, earning new links from other sources, and participating in online dialogue.

All this brings up the question: How realistic is it for a small business-person like a professional photographer to manage an SEO program? In Daramy’s view, it’s realistic if you break it down into easily manageable tasks, daily and/or weekly, and don’t get overwhelmed by the massive, constantly shifting entirety of the global SEO landscape. “If you could do a little bit, maybe four to five things on a consistent basis, you’ll be good,” says Daramy.

Often, this process starts with the “why.” With every new piece of content you post, every new image you put online, think about why you’re posting it. Who are you trying to attract, and does this content or image help you attract them? Then add in your relevant keywords and descriptive language, keeping in mind principles like E-E-A-T and the language your audience uses in their searches. “That’s going to help you leverage a connection with the people who are looking for you,” says Daramy. “And if you do it consistently, it’s going to serve you well.”  

Jeff Kent is editor-at-large.