The landscape of search intent is evolving rapidly. For SEOs, understanding why content that once ranked well begins to lose visibility is crucial for long-term success and on SEOTalk Spaces, we decided to explore that in more details.
What Is Search Intent and Why Does It Shift?
Search intent describes the reason behind a user’s query.
Over time, the way users search changes as new technologies, platforms and SERP features emerge. Google’s frequent updates, the rise of AI-powered tools and the integration of conversational interfaces mean the same keyword can now serve very different needs than it did a few years ago.
A decade ago, searching “iPhone” mostly led to Apple’s homepage. Now, users see e-commerce results, news, reviews and videos, all these due to Google’s understanding of changing user intent and its dynamic result presentation.
Why Old Content Loses Its Edge
Content that used to perform well can drop in rankings when user needs, SERP features, or competitor strategies change.
As Parth mentioned, a blog post on “how to tie a tie” might have ranked in the past with long-form text, but today’s users expect short video answers, so Google prioritizes video-rich results.
How to Detect and Adapt to Intent Changes
Here are few steps:
- Check query-level data in Google Search Console to spot new patterns and intent signals
- Monitor SERP changes: Are videos, FAQs, or product carousels now ranking for your key terms?
- “Don’t just rewrite but add value, combine formats, and speak directly to the evolving needs,” suggested one of the panelist
What To Do With Old Content
We also explored about what can be done with content that is already written. Here are some steps:
- Audit content regularly to detect drops in performance
“Categorize old content—figure out the why, what, and who behind it. If it’s still valuable, update; if not, let it go,” advised one of the panelist - Update statistics, add expert insights or change formats (like video or infographics) to stay relevant
- Focus beyond the “top-of-funnel”—add value at middle and lower stages where user intent has more depth
Is Evergreen Content Still Applicable?
One of our host Malhar asked this pertinent question if ‘evergreen‘ content would still be a relevant term to use as the user behavior is constantly changing.
“Even evergreen content needs its own masala and every brand must add their unique taste,” quipped one panelist.
No topic is truly evergreen unless it adapts to evolving formats, search patterns, and platform updates.
Ready Reckoner
Conclusion
The only constant in SEO is change.
As one expert summarized: “Tracking the shift in search intent and evolving with it is the difference between SEO winners and those left behind.”
Keep updating, keep linking and always solve for the user’s latest need.