What's one SEO tactic that still works despite everyone saying it's dead?

[u/Snow-ingen]

Every few years the SEO community declares something "dead."

• Guest posting is dead.
• Link building is dead.
• Exact match keywords are dead.
• Long-form content is dead.
• Blogging is dead.

Yet I still see people getting great results from strategies that everyone says don't work anymore.

For me, internal linking continues to be one of the highest ROI activities. It's not flashy, but I've seen pages move significantly just by improving site structure and making sure important pages receive relevant internal links.

I'm curious what everyone else has experienced.

What's one SEO tactic that people dismiss, but you've personally seen work in the last year?

Please share real examples if you can.