Madelyn Gardner

Search engine results pages (SERPs) look quite a bit different today than they did five years ago. The introduction of AI overviews has shifted how audiences take in information, and marketers can’t ignore the implications. In fact, AI overviews appear for 13.14% of Google searches, according to Semrush data.

But, even though changes are happening and the future isn’t exactly predictable, there are some pillars that websites can still lean on to stay relevant in a landscape of shifting expectations and processes. 

The three mainstays are technical, on-page and off-page SEO, and they’re the backbone of organic traffic. Think of your SEO efforts as a whole like a circular table, and each type of SEO is a leg. To sit at this table and enjoy your meal, you need each of the legs to support an equal amount of the weight. If not, it becomes wobbly, forcing you to stuff napkins to fill the gap. 

This guide covers how to use a three-pronged approach to SEO in 2026, which is what we recommend for our clients, and why this method actually works. 

What Is Technical SEO? 

Technical SEO works is mainly about ensuring search engines can find, understand and properly index your site, all while creating a seamless customer experience. This form of SEO lays the foundation for other SEO work to flourish. And without this strong base, you can’t enjoy the full potential of amazing content and off-page efforts. 

With technical SEO, you focus on site performance, security and crawlability, removing any roadblocks that may be keeping search engines from connecting your site with relevant searches. 

If you’re unsure if this area of SEO is working in your favor, ask yourself this key question: Can search engines and LLMs easily access and understand the content on my site? 

Not sure if you can confidently answer yes? Here are the main tasks to focus on:

  • Make your site secure (HTTPS): Protect user data and build trust with search engines by securing your website using HTTPS encryption.
  • Quicken site speed: Improve load times so users and search engines can access your content quickly without delays.
  • Optimize for mobile: Ensure your site is fully responsive and easy to use on smartphones and tablets.
  • Create clear navigation: Structure your site with intuitive menus and links so visitors can easily find information. 
  • Fix errors: Identify and resolve issues like broken links, 404 pages, crawl errors and duplicate content that can hinder performance. 

Marketers or website owners should run regular site audits to flag any potential technical SEO issues that are affecting ranking potential.

What Is On-Page SEO?

On-page SEO is what most people think of when they hear “SEO.” It refers to everything you optimize directly on your website, including text, images and HTML tags. Think of tasks like adding keywords naturally into page titles, headings and body copy that help Google understand what your page is about. It also involves updating metadata like titles and descriptions with clear, keyword-driven copy. These might seem like small parts of your website, but they have a big impact. An Ahrefs study found that over 72% of websites have missing optimized meta descriptions.

Many of the best practices you used in the past are still applicable, like relevancy, authority, structural elements and demonstrated expertise. That said, everything is evolving quickly and getting a lot of focus right now as AI search optimization reshapes how content is evaluated and surfaced.

So, how do you keep up with the shifting sands of search today? Differentiation and unique content have never been more important, and neither has demonstrating valuable E-E-A-T (experience, expertise, authoritativeness and trustworthiness) signals. And, of course, elements like tables, lists and FAQs help, too. 

Wondering if your on-page SEO efforts are up to snuff? Ask yourself, is there relevant, well-structured content on your website covering the topics that matter most to your business? 

If not, here’s how to remedy the problem:

  • Conduct keyword research to identify high-value topics.
  • Map keywords to specific pages on your site.
  • Create original, in-depth content for each core topic.
  • Optimize titles, headers and meta descriptions with target keywords.
  • Structure content with clear headings, lists and tables.
  • Add FAQs to address common user questions.
  • Refresh outdated content with new insights and data.
  • Showcase expertise with author bios and credible sources.
  • Improve internal linking between related pages.

On-page SEO should always come first when improving your brand’s SEO efforts. The goal is to build authority on the most commercially important topics by taking a data-led approach to content planning, creation and optimization. This is the best way to get traction across traditional search, AIOs and LLMs. 

What Is Off-Page SEO?

This type of SEO looks for optimization opportunities outside of your own website, including link building, social media content creation, local citations and other activities that promote your brand as a reputable source of information. Think of this type of SEO as a recommendation for a restaurant from a friend — you trust it a bit more because you know your friend, and they wouldn’t steer you in the wrong direction. 

Off-page SEO is often overlooked, which is a shame since it’s so important to how Google understands your brand. In fact, it’s arguably more important now than it was before because Google’s AI Search features and other LLM search tools use an amalgamation of information from all around the internet to piece together their answers. As a response to this shift, having a strong social presence and plenty of reviews, guest posts and valuable backlinks helps search engines determine that your site can be trusted to answer people’s questions with authority and dependability. 

Looking to improve your off-page SEO game? Does your domain have content, mentions and links on relevant, high-quality third-party sites? 

Don’t miss out on the opportunities this SEO type offers. Some action steps include:

  • Audit your current backlink profile and remove or disavow low-quality links.
  • Build high-quality backlinks through guest posting on reputable, relevant sites.
  • Create and share engaging content on social media to increase visibility and brand mentions.
  • Encourage satisfied customers to leave positive reviews on platforms like Google and Yelp.
  • Claim and optimize local listings like Google Business Profile and online directories. 
  • Partner with influencers or industry experts to expand your reach and credibility.
  • Monitor brand mentions and engage in conversations about your business online.
  • Publish thought leadership content that others naturally want to reference and link to.
  • Submit your site to relevant industry directories and citation sources.
  • Track your off-page SEO performance and refine your strategy over time.

Just keep in mind that you don’t just want citations for the sake of having them. You want positive citations that boost your topical authority. If you have a bunch of negative reviews or are being linked by sites that people might second-guess, those are the areas to focus on. 

Bringing It All Together: Using a Three-Pronged Approach

The trick in utilizing all three pillars of SEO is remembering that you’re writing for both search engines and humans. You can’t just focus on technical SEO because your content will suffer, but without optimized content and quality backlinks, you won’t engage people and keep them loyal to your brand. 

Ultimately, mastering SEO is about creating a harmonious balance of strategies, interconnecting each practice so they feed off of each other:

  • Technical SEO lays the foundation for performance and crawlability.
  • On-page SEO optimizes what’s on your site.
  • Off-page SEO builds authority and trust across the web. 

Why Utilize All Forms of SEO?

Each SEO type has its own benefits, but using them holistically ensures you maximize your efforts and get the most out of your organic traffic. For instance, when you create keyword-driven, E-E-A-T-focused content for your blog and post it on social media, where more users can find you, it drives more returns. Or say you gain valuable backlinks from trusted sources, driving people to your website, which is also easy to navigate. You move yourself up the thought leadership ladder and become top of mind for audiences. 

4 Tips for Modern-Day SEO Warriors

Stay adaptable in a landscape shaped by AI, evolving algorithms and changing user behavior by using the following best practices:

1. Focus on What Your Audience Wants To Learn

Think beyond keywords and focus on search intent. Understand what your potential customers are really interested in and build content that delivers clear, immediate value. This is especially important as AI-generated overviews prioritize concise, high-quality answers. 

2. Be Consistent

Publishing strong content once isn’t enough; you need to maintain a steady cadence of updates, optimization and new material to stay ahead. Refresh existing pages with updated data, improve your site’s structure and ensure you’re being as clear as possible about what you can offer people.

3. Diversify Your Content

SEO no longer lives solely on your website. Repurpose blog content into social posts, videos, newsletters and even community discussions that expand your reach and build authority signals across channels. The more touchpoints you create, the better. 

4. Don’t Ignore the Data

Data is vast and constantly flowing, so don’t forget to use it! Regularly review performance metrics like organic traffic, click-through rates and engagement to understand what’s working and what isn’t. SEO success comes from iteration, so test different formats, refine your strategy and lean into what resonates most with your audience. 

With these tricks up your sleeve — and the proper three-pronged approach to SEO — you’ll remain relevant to search engines and audiences for years to come.