In 2016, I wrote an article called “SEO Is An Experiment.” It performed well, resonating with many in the SEO community and garnering significant shares. Looking back, it captured a key idea that remains relevant today: the importance of breaking away from rigid playbooks of SEO marketing tactics and approaching organic search optimization as a continually evolving strategy.
Consider this article a sequel, if you will.
Now, it’s 2025. The search industry has seen numerous significant shifts over the years, but with the advent of generative AI, we are approaching perhaps the sharpest turn yet. Everywhere you look — from Reddit to LinkedIn — you hear cries of, “The SEO sky is falling!” And for some, it truly is. But for whom?
Things Change, and That’s Okay (If You Keep Up)
In my original article, I encouraged SEOs and digital marketers to abandon generic SEO best practices and instead build their own unique frameworks. Why? Because Google knows all about the generic SEO playbook. They’ve actively evolved their algorithms to counter it. This isn’t speculation — it’s insight from industry insiders. Search engine representatives have been listening and absorbing in SEO communities for years. For a recent example, The Verge explains how Google cracks down on the SEO tactics they find manipulative. In the early days, blackhat SEOs exploited the algorithm. Google will never let that happen again.
Take PageRank sculpting as an example. In the late 2000s, this tactic enabled marketers to manipulate the flow of PageRank through a site to enhance its rankings. It worked wonderfully until Google changed the rules. A random statement was made by ex-Googler Matt Cutts, stating that the tactic was no longer effective and hadn’t been for over a year. This resulted in many SEOs doing PageRank sculpting for a year with nothing to show but wasted effort. There are countless examples like this. Yet, despite these lessons, many marketers still cling to outdated ranking tactics as if they were gospel.
In 2016, my point was clear: With over 200 ranking signals and frequent algorithm updates, achieving consistent results is inherently challenging. SEO strategies should be approached as ongoing experiments with no guaranteed outcomes. Blindly following traditional SEO approaches that “promise” guaranteed results is a flawed approach.
If you had embraced this experimental mindset, you wouldn’t be so alarmed by today’s wave of search changes. Instead, you’d be evolving with them, optimizing in sync with Google’s direction rather than reacting to it.
Testing & Questioning the Assumed “Right” Way
I recently read a LinkedIn thread where the author advised, “For 2025, focus on multi-channel marketing, community, and brand building.” While sound advice, it’s hardly a new concept. These signals have been part of Google’s ranking systems for years. Brand signals, community engagement, and author trustworthiness have steadily gained importance. You’re late to the game if you’re just now prioritizing these.
If your organic search strategy still revolves around traditional SEO marketing tactics, such as optimizing header tags, managing 404 errors, and refining URL structures, you’re focusing on tactics that Google has deprioritized. Even Core Web Vitals, which Google promoted heavily, has not proven to be the major ranking factor many anticipated.
The reality in 2025 is simple: You cannot take Google’s word at face value. Nor can you blindly trust any single source. You need to figure it out for yourself through testing and iteration.
SEO Tactics Aren’t the Same for Every Brand
Consider this: Google doesn’t uniformly apply the same ranking signals across all industries. A retail website is evaluated differently from a law firm’s site. Knowing this, how can a one-size-fits-all playbook possibly work? If an agency delivers the same SEO approach to every client, it fails to meet the needs of those clients.
- Building a brand that creates authority and trust with users.
- Crafting a site that engages visitors from the moment they arrive.
- Developing content that quickly and effectively meets user needs.
Can you confidently say your current SEO initiatives focus on this big-picture approach? Or are you stuck in small-ball tactics, such as broken link building and alt attribute optimization?
The traditional three pillars of SEO — technical, contextual, and link-building — remain important. However, to achieve significant results, you must focus on large-scale, meaningful efforts. You displace more of the ocean with boulders than with pebbles. Note: This is not to say you should ignore the small efforts, but if you want meaningful growth, focus on the boulders.
SEO agencies often sell tactical services because they’re easy to package. However, these old-school marketing approaches are no longer as practical as they once were. If your SEO vendor offers a few hours of optimization each month, ask yourself: Is that enough to influence Google’s evolving algorithms in a lasting way?
Your Answer: Multi-Channel Coverage
The search landscape is indeed changing. Are you evolving with it, or are you stuck in the past? To be a good marketer, you need to embrace a multi-channel approach. A critical element of multi-channel marketing is diversification. Relying solely on organic search traffic from Google is a risk, as it has always been.
Search algorithms and user behavior are constantly shifting, making it essential to have a presence across multiple platforms and channels. This mitigates the risk of sudden traffic drops and builds a stronger, more resilient brand.
Investing in social media, email marketing, community engagement, and even offline channels creates a comprehensive ecosystem that keeps your brand visible and relevant, regardless of what changes Google makes next.
New Year, New SEO Team
If you’re reading this and wondering if it’s time to upgrade to a more sophisticated SEO strategy and multi-channel approach to digital marketing, we’d be delighted to tell you about our services. Contact us today.
You may also like: What Is User Intent in SEO? Aligning Content for Stronger Rankings, Engagement & Conversions
Share This:
