Introduction to Bill Hunt
Bill Hunt is a pioneer in the digital industry with over 25 years of experience working with large multinationals. He has built two successful digital agencies, one of which was acquired by Ogilvy. Currently, Bill is focusing on consulting, helping companies reposition their search strategies to drive marketing and shareholder growth. His approach goes beyond surface-level SEO, focusing on what users want from their online experience and connecting the dots between search visibility, user experience, and business value.
The Real Problems with SEO
Bill believes that SEO is not working due to three key problems: paralysis, distraction from AI hype, and neglect of fundamentals. Many clients put search on pause, especially organic search, because they are unsure of what to do. The constant hype around AI and its various acronyms can be distracting, leading to a lack of focus on the basics. Bill emphasizes that the impact of these problems varies significantly by business type, with information-based businesses being the most affected.
Fundamental Shifts in Search
Bill highlights three core changes that have reshaped search: intent understanding, friction removal, and monetization. Intent understanding has evolved, focusing on what users are searching for and what they hope to see. Friction must be removed, as platforms reward the path of least resistance. Monetization is now leading the way, with a focus on profitability. Bill uses the example of his work with Absolut Vodka, where they adapted their visual content to match Google’s interface changes, resulting in millions of visits.
The Importance of Intent
Bill believes that intent is still crucial in search. Considering how users want to get to an answer, we must think about how they discover information and present it to them. He emphasizes the need to refocus and rethink search strategies, both from a strategic and workflow standpoint. Bill’s series on Search Engine Journal explores how to connect search visibility to business value and refocus on the fundamentals.
AI Tools and Consensus
Bill notes that AI tools reward consensus, not originality. Generative AI synthesizes consensus, and if you’re saying something radically different, you won’t show up unless you connect it to what people already know. To succeed in AI search environments, businesses need to link new ideas to familiar terms, reflect user language and legacy concepts, and be explicit in bridging the gap between old and new methods.
Discoverability and Keyword Research
Bill recommends running searches for problems related to your product and seeing if you show up. If you don’t surface, ask yourself why not. This kind of query-path analysis is more revealing than traditional keyword research, as it aligns with how people actually search, especially in AI environments. Bill emphasizes the importance of understanding how people can discover your brand or product.
Moving Forward: Back to Basics
Despite the AI disruption, Bill recommends a return to fundamental principles. Companies need to ensure they’re indexable, crawlable, and seen as authorities in their space. The same core elements that have always mattered for search visibility still apply, but they now operate in an AI-enhanced environment where understanding user intent and creating relevant content matter more than ever.
Conclusion
In conclusion, Bill Hunt’s insights offer a fresh perspective on the current state of SEO. By understanding the real problems, focusing on intent, and adapting to AI tools, businesses can improve their search visibility and drive marketing growth. By going back to basics and ensuring indexability, crawlability, and authority, companies can thrive in the AI-enhanced search environment. Bill’s series on Search Engine Journal provides a valuable resource for CMOs and search marketers to refocus their strategies and connect the dots between search visibility, user experience, and business value.