7 Truths About SEO

Let’s talk about the mysterious, ever-changing, and sometimes downright frustrating world of search engine optimization. Whether you’re a seasoned pro or just dipping your toes into the digital marketing pool, you’ve probably noticed one thing: SEO is full of myths, half-truths, and “rules” that seem to change every other week.

But here’s the good news: while SEO can feel like a black box, there are some universal truths that hold steady no matter what Google throws at us. These truths aren’t just about ranking higher or driving more traffic (though, let’s be honest, that’s the goal). They’re about understanding how SEO really works—and how to use it to create content that resonates with both search engines and real, live humans.

In this article, we’re cutting through the noise to share 7 Truths About SEO that every marketer, writer, and business owner needs to know. From why technical SEO isn’t enough to why algorithm updates are an invitation to enhance your skills, these truths will help you rethink your strategy, and avoid common pitfalls. Let’s dive in.

1. SEO content strategy should be driven by marketing research

So, you’ve been plugging high-volume keywords into your content, but something’s still not clicking? We get it. Relying solely on keyword tools like SEMRush without digging into who you’re writing for is like throwing spaghetti at the wall and hoping it sticks. Spoiler: it usually doesn’t.

Here’s the deal: SEO content that performs well isn’t just about ranking for popular keywords—it’s about speaking directly to your audience. That’s where marketing research comes in. By building detailed personas (think: your ideal customer’s age, job, pain points, and even their late-night Google searches), you can create content that actually resonates.

For example, if you’re targeting busy entrepreneurs, writing about “quick productivity hacks” will hit harder than a generic post on “business tips.” Tools like SEMRush are great for finding keywords, but without the context of why those keywords matter to your audience, you’re just guessing. Marketing research bridges that gap, turning your content into something people want to read—and search engines want to rank.

2. The gap between technical and content SEO isn’t real

Ever heard someone say, “I’m more of a content person” or “I stick to the technical side”? Here’s the truth: that divide is mostly made up. Effective SEO isn’t about choosing between technical and content—it’s about making them work together.

Think of it this way: technical SEO is like building a stage, and content SEO is the performance. If the stage is wobbly (slow site speed, broken links, messy code), no one’s sticking around to watch the show. But even the most polished stage won’t save a bad performance.

For example, crawlers love well-structured content—think clear headers, optimized meta descriptions, and proper use of tags. But if your content is stuffed with keywords or reads like a robot wrote it, you’re not fooling anyone (least of all Google). The best SEO strategies blend technical know-how with content that’s genuinely helpful and engaging. When you get both right, you’re not just pleasing search engines—you’re creating a better experience for your audience.

3. Technical SEO is not enough for growth…

So, you’ve fixed all the crawl errors, optimized your site speed, and nailed your structured data. Congrats! But here’s the thing: technical SEO is like setting the table—it’s necessary, but it’s not the meal.

Sure, technical SEO helps search engines find and understand your content, but it doesn’t automatically make them value it more. Think of it this way: you can have the fastest, most crawlable website in the world, but if your content is thin, outdated, or irrelevant, you’re not going to rank.

For example, fixing broken links might improve your site’s usability, but it won’t magically turn a poorly written blog post into a traffic magnet. Growth happens when technical SEO works hand-in-hand with great content, a solid backlink strategy, and a deep understanding of your audience. So, while technical SEO is a critical foundation, it’s just the first step—not the finish line.

4. …But you can’t really be an SEO if you only do content

Let’s get one thing straight: being a great writer who understands SEO is a superpower. But if you can’t diagnose a crawl error, troubleshoot a redirect chain, or explain why your site’s JavaScript is messing with indexing, you’re not an SEO—you’re a content creator with SEO skills (and that’s still awesome!).

Here’s why: SEO is a holistic discipline. It’s not just about crafting keyword-rich headlines or writing meta descriptions. It’s about understanding how all the pieces—content, technical setup, user experience, and backlinks—fit together.

For instance, you might write the most compelling blog post ever, but if your site’s robots.txt file is blocking search engines, no one’s going to find it. That’s why true SEOs need to be able to wear multiple hats. They’re part writer, part developer, part detective, and part strategist. If you’re only focusing on content, you’re missing half the picture.

5. Only search engine companies truly know how their ranking systems work

Search engines are like magicians. They love to dazzle us with results, but they’re not about to reveal how the trick works. Sure, Google drops hints like “write for people, not search engines,” but the nitty-gritty of their ranking algorithms? That’s locked up tighter than Fort Knox.

So, how do we figure it out? Mostly through good old-fashioned detective work. SEO pros run tests, analyze data, and keep a close eye on algorithm updates to piece together how search engines might be ranking content. Sometimes, insiders share tidbits (thanks, anonymous ex-Googlers!), but even those are just breadcrumbs.

The kicker? Search engines are always changing the rules. What worked last year might flop tomorrow. That’s why SEO is equal parts science and educated guesswork. The key is to stay curious, keep testing, and never assume you’ve got it all figured out.

6. Agency experience matters a lot in SEO

Here’s a little secret: the best SEOs often cut their teeth at agencies. Why? Because agencies throw you into the deep end—and that’s where you learn to swim.

When you work on dozens (or hundreds) of websites across different industries, you see it all: the good, the bad, and the downright bizarre. From e-commerce sites with 10,000 product pages to local businesses with broken Google My Business listings, agency experience exposes you to the full spectrum of SEO challenges.

For example, you might work on a site where the canonical tags are a complete mess, then switch to another where the content is flawless but the site architecture is a nightmare. This variety teaches you how to adapt, problem-solve, and think on your feet. In-house roles can be great, but they often lack the breadth of experience that agencies provide. If you want to truly master SEO, agency life is a crash course you won’t forget.

7. You shouldn’t blame everything on algorithm updates

When your traffic takes a nosedive, it’s tempting to point the finger at the latest Google algorithm update. “It’s not me—it’s them!” you might say. And sure, sometimes those updates can feel like a wrecking ball to your carefully crafted SEO strategy. But here’s the thing: blaming everything on algorithm changes is a slippery slope.

For starters, it erodes trust—both with your team and your clients. If every dip in performance is chalked up to “Google being Google,” people start to wonder if you really know what you’re doing. Worse, it stops you from digging into the real issues. Was it really the algorithm, or was it that your content hasn’t been updated in two years? Or maybe your site speed has been creeping into the danger zone?

The truth is, algorithm updates are often a wake-up call. They expose weaknesses in your strategy that were already there—you just didn’t notice them because things were going fine. Instead of blaming the update, use it as an opportunity to audit, learn, and improve. After all, the best SEOs aren’t the ones who never get hit by updates; they’re the ones who adapt, grow, and come out stronger on the other side.

So, the next time your rankings take a hit, resist the urge to play the algorithm blame game. Take a deep breath, roll up your sleeves, and get to work. Your future self (and your clients) will thank you.

Answering common questions about SEO

SEO can feel like an alphabet soup of acronyms and jargon, and we get it—sometimes you just need a straight answer. That’s why we’ve put together this FAQ section to tackle the questions we hear most often. 

What is the golden rule of SEO?

The truth is, there’s no “golden rule” of SEO. (Sorry to burst the bubble!) SEO isn’t a one-size-fits-all game because rankings depend heavily on your industry, your competitors, and even your audience. That said, if there’s one thing that comes close to a golden rule, it’s this: start with competitive research.

By digging into what your competitors are doing—like analyzing their top-ranking pages, site structure, and content strategy—you can figure out what it takes to compete in your space. Think of it like spying on the class valedictorian to see how they study. Sure, you might not copy them exactly, but you’ll learn what works and adapt it to your own strategy.

What is the most important thing for SEO?

Here’s a stat that might blow your mind: 96.55% of pages get zero search traffic from Google. (Thanks, Ahrefs!) But before you panic, let’s break it down. Not every page on your site is meant to rank—some are behind logins, some are legal disclaimers, and others are just there to support user actions.

That’s why the most important thing for SEO is knowing which pages actually need it. Without that clarity, you could waste time optimizing pages that’ll never drive traffic. That’s why working with an SEO pro can be a game-changer. They’ll help you focus on the pages that matter, so you’re not shouting into the void.

What does SERP mean?

SERP stands for Search Engine Results Page. It’s the page you see after typing a query into a search engine like Google. SERPs include everything from organic search results (the non-paid listings) to paid ads, featured snippets, and even things like maps or videos. Understanding how your content appears on SERPs—and how to improve its position—is at the heart of SEO.

Ready to transform your SEO strategy?

If these truths about SEO have you nodding along (or maybe sweating a little), don’t worry—you’re not alone. SEO can feel overwhelming, but that’s where we come in. The Content Docs blend technical expertise, data-driven insights, and killer content to create SEO strategies that actually work. Whether you’re stuck in an algorithm slump, need a full-site audit, or just want to make your content shine, we’ve got your (traffic’s) back. Let’s turn your SEO challenges into wins—get in touch with us today and let’s grow together!