There are seven truths about SEO that will never change. They were true when search engines first appeared (well, maybe after Google had been around). And they still hold true today. These are things that you should take to heart, whether this is your first website or you have been doing SEO for a long time and are waiting for the “Is SEO Dead” article to drop at the start of a new year or a Google update.
Truth #1: SEO Might Not Be Good For Your Business and It Shouldn’t Be the ONLY Marketing Strategy
SEO is only one strategy to help you get customers for your business. It shouldn’t be the only strategy. It might not be a good fit for your business. You can’t guarantee SEO.
SEO is only a PART of a comprehensive marketing strategy.
There are other channels for digital marketing. Social ads, search ads, email marketing, and programmatic advertising. SEO is important for being found. You need to be on Google Maps and the other map websites. But SEO is only part of a marketing strategy. Here are some reasons why:
- Google changes its algorithm…every single day.
- Someone else might be doing SEO and might be working harder than you.
- A comprehensive SEO strategy from the wrong agency has the potential to destroy your marketing budget.
SEO isn’t for every business
Do you sell ecommerce products? Ecommerce SEO is really hard and takes a long time. You should do SEO, but for some things, a social media marketing strategy might be another worthwhile endeavor.
Do you need results NOW? SEO takes a long time. You should be doing some other types of advertising in the meantime
2. You should focus on SEO things that drive results for your business
Your SEO efforts should drive results for your business. When you put up a new website as a service business, you should focus on getting leads. This means location pages, backlinks, citations, directories, etc. Blogs aren’t as important. If you have a revenue generating website that does affiliate links, blogs will help.
You should also track the value of your SEO. If you take calls, you should have a Google Analytics event set up that measures the value of your call (i.e. your average monthly revenue divided by the number of calls that you get or something like that).
3. SEO Takes Time. If Someone Promises You Instant Results, Run.
If an SEO company tells you they can rank you in a month, they’re either lying or about to do something shady that will get your site penalized. Good SEO takes months, sometimes even a year, depending on your competition and industry.
SEO is a long-term investment. That’s not what everyone wants to hear, but it’s the truth. If you need fast results, invest in PPC (pay-per-click) or social ads while building your SEO over time.
4. Technical SEO Matters More Than You Think
You can write the best content in the world, but if your website loads slowly, has broken links, or is impossible to navigate on mobile, it won’t rank. Google prioritizes user experience. If your site is slow or broken, all the keyword research in the world won’t help you.
Run a site speed test. Fix your broken links. Make sure your site is mobile-friendly. The technical side of SEO is boring, but if you ignore it, you’re shooting yourself in the foot.
5. Backlinks Still Matter—But Quality Over Quantity
The days of buying a thousand spammy backlinks and watching your rankings skyrocket are long gone. But backlinks are still important. The key is getting high-quality links from reputable sites.
- Local businesses? Get links from local directories and partnerships.
- B2B? Get links from industry publications and guest posts.
- eCommerce? Get links from product reviews and influencer partnerships.
Spammy backlinks will hurt your rankings. If you’re going to invest in backlinks, do it the right way.
6. Your Website Needs to Be Useful (Not Just “Optimized”)
Google’s whole job is to show users what they’re looking for. If your site isn’t actually helpful, Google won’t rank it.
Ask yourself:
- Does my website clearly explain what I do and who I serve?
- Is it easy for someone to contact me or buy something?
- Does my site look professional, or does it look like it was built in 2009 and never updated?
SEO is not about tricking Google. It’s about proving that your website is the best option for the people searching for your product or service.
You should also really be invested in topical relevance. You should focus on what your business does. You should focus on your expertise if you are running a blog. TOPICAL RELEVANCE is almost the most important thing when it comes to generating content.
7. No One Really Knows What Google’s Algorithm Will Do Next
Google changes its algorithm constantly. No one outside of Google’s core team truly knows all the ranking factors. If an “SEO guru” tells you they have a secret formula, they don’t.
What does this mean for you?
- Don’t chase algorithm updates—stick to the fundamentals.
- Focus on providing real value to your audience.
- Don’t fall for SEO hacks that seem too good to be true.
The Bottom Line
SEO is an important part of digital marketing, but it’s not a magic bullet. It takes time, it requires effort, and it should never be your only strategy. Focus on what works, track your results, and don’t get caught up in SEO myths and gimmicks.
If someone tries to sell you instant rankings, ignore them. If you’re in it for the long game, do SEO right—but make sure you’re also using other marketing strategies to grow your business.
