What's working better than expected in SEO right now ?

It has been more successful than anticipated to update old content. By updating content, adding an image, adding more informative content, and fixing internal links, which has increased traffic to pages with search intent.
 
Content pruning surprised me most tbh. Merging weak pages, fixing internal links and updating old winners has moved rankings faster than publishing another 20 AI posts lol.
 
refreshing old content has been wildly underrated this year, faster and cheaper wins than i expected going in
 
i think SEO basics are still giving good results when they are done properly with patience.
 
Topical authority + refreshing old content. Updating existing pages with better internal links and matching search intent is outperforming publishing lots of new posts for many sites.
 
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