Four Common SEO Misconceptions

Don’t Be Fooled! Let’s Clear the Air.

A few months ago, I was chatting with a friend about how they were handling marketing for a gym where they teach on the side. Out of curiosity, I started poking around their website to see how it was performing. Immediately, I noticed some issues—missing metadata, elements on the homepage slowing down performance. Trying to be helpful, I pointed these out. Their response? "Sir, stick with SEO."

I brushed it off, but it got me thinking—why that reaction? This person is an accomplished marketer in a lucrative industry. It also reminded me of a time when I was sitting on a client call, and after my team reported very positive metrics, the client simply responded, "Who cares?"

This led me down a rabbit hole: Why do so many peers perceive SEO negatively? Do they think it's just keyword research? Do they believe paid media is superior? Or is it the sheer amount of bad information out there giving SEO a bad reputation? Maybe it was the infamous Verge article? The list goes on.

Anyone with real SEO experience knows it's more than just keywords and content recommendations. We focus on user experience, site performance, and technical optimization—which often overlaps with web development. We also handle off-page SEO like link-building, which shares similarities with PR. SEO is essentially three jobs rolled into one.

To me, SEO experts are like physicians of the internet—diagnosing website issues, tracking performance, and optimizing everything from content to technical elements. Content writers, paid search specialists, and web developers all rely on SEO insights to align with Google's best practices.

So why does SEO still get a bad rap?

Bad Advice Floods the Industry

There are many SEO experts who provide great advice and guidance, helping everyone from professional marketers to business owners. But unfortunately, bad advice is everywhere.

Outdated tactics still circulate online, with old black-hat SEO strategies like keyword stuffing, spammy backlinks, and hidden text being used despite their ineffectiveness.

Additionally, recycled misinformation persists as advice from 2015 is often repurposed as if it still applies in 2025, without taking into account Google's algorithm updates. While SEO misinformation spreads rapidly, the good news is that many industry professionals hold each other accountable, helping to mitigate the impact of these false strategies.

Someone who follows bad SEO advice, like adding white text to game Google's algorithm, will be disappointed—and may end up blaming SEO itself rather than the misinformation.

"You Don't Need SEO!"—Until You Do

Lately, there's a growing number of business owners and freelancers who claim, "You don't need SEO!"—only to circle back and acknowledge its importance.

I believe in hiring an SEO specialist or agency when you can afford it and when you understand that SEO takes time to show results. However, saying SEO is unnecessary is a costly mistake—maybe not now, but eventually, you will need SEO, whether you do it yourself or hire someone.

Ironically, many who say "SEO isn't needed" are writing articles about it—using SEO to push that very message.

SEO is a Tool—Not a Business Model

Some businesses expect SEO to single-handedly drive brand-building, without any paid efforts or direct engagementtosupport it. While an organic-first strategy is great, relying only on SEO is a mistake.

SEO is a tool, not a business model. To achieve success, it is essential to cultivate a strong brand, a loyal audience, and high-quality offerings, rather than relying solely on search rankings. Building that loyal audience can be accomplished through various strategies, including newsletters that facilitate direct communication, video content that fosters trust and recognition, and community engagement through conferences, networking, and collaborations.

It’s important to remember that SEO should complement your marketing efforts rather than replace them.

Rankings Don't Always Mean Success

Some clients care about one thing: ranking #1 for a high-volume keyword. The problem? A top ranking doesn't always translate to conversions or revenue.

An effective SEO strategy should focus on tracking key metrics such as click-through rates (CTR), engagement metrics (dwell time and bounce rate), and conversions or sales. While ranking #1 for broad terms like "best running shoes" may seem impressive, businesses selling specific products, like custom orthotic running shoes, should prioritize niche, high-intent keywords to attract the right audience.

SEO is About the Bigger Picture

SEO isn't just about keywords, rankings, or backlinks—it's about enhancing user experience, optimizing technical performance, and supporting a broader marketing strategy. Businesses that dismiss SEO risk missing out on sustainable, long-term growth.

Instead of obsessing over algorithms, focus on providing value, improving user experience, and integrating SEO into a holistic marketing approach. That's how you make SEO work for you—not just for search engines.