SEO. The mystical art of getting your website to appear in front of the right eyes at the right time. Or, as some might believe, the internet’s version of wizardry.
As a web designer, I’ve lost count of how many times I’ve heard, “Can’t we just SEO it?” As though sprinkling a few keywords across a page is the equivalent of becoming Master of the Internet.
Let’s bust a myth right out the gate: SEO is not a silver bullet. It’s not a magic potion you pour onto your website that suddenly catapults you to page one of Google. Sometimes it’s more like planting a vegetable garden — you do the prep, sow the seeds, water them regularly, and then maybe in a few months, you get a lovely little tomato. Or a zucchini. Or… just weeds and a lesson in humility.
So let’s take a grounded, slightly humorous look at what SEO is, what it isn’t, and when it might not be the hero your website needs.
The Harsh Truth: You Can’t Optimise What Isn’t There
Here’s the deal. You can hire the most brilliant SEO strategist in the world, optimise every meta tag to perfection, and still hear crickets — if no one is actually searching for what you’re offering.
Low search volume = low traffic potential, no matter how well you optimise.
If your business offers something extremely niche or new (hello, artisanal pickle-scented candles), it’s entirely possible that no one’s typing “pickle-scented candles” into Google yet. This doesn’t mean your product isn’t valuable or delightful — it just means SEO might not be the best route for visibility right now.
That’s why I always recommend starting with keyword research before diving headfirst into optimisation. If the data tells you there’s minimal search volume for your target keywords, it may be time to explore other traffic-building strategies (more on that later).
Good SEO Practices (That Don’t Involve Selling Your Soul to Google)
SEO, at its best, is about making your website friendly — for both search engines and humans. When done right, it helps people find your content naturally and keeps them around once they land there. Here are the fundamentals I stick to:
✅ Do This:
- Write for humans first, robots second. If your content reads like a grocery list of keywords, no one will stick around to read it. Be informative, be you, and yes—sprinkle in keywords sensibly.
- Optimise your titles and meta descriptions. These little snippets are the first impression you make in the search results. Make them count.
- Use meaningful headings (H1, H2, etc.). Think of them like signposts for both readers and search engines.
- Keep your site speedy and mobile-friendly. Google loves fast, responsive websites — and so do your visitors.
- Include alt text on images. It’s good for SEO and accessibility. Plus, you’ll finally get to describe that photo of your dog in a bowtie with the caption it truly deserves.
- Use internal linking. Help visitors (and Google) explore more of your content.
- Get backlinks from reputable sites. This is the internet’s version of being vouched for. The more high-quality sites linking to you, the better your reputation.
Bad SEO Practices (Please, for the love of all things digital, avoid these)
SEO can quickly go from helpful to harmful if you veer off into dark alleyways. Beware of the following:
❌ Don’t Do This:
- Keyword stuffing. If you’re cramming your content with “best artisanal pickle candles” 27 times in one paragraph, stop. Google sees through it, and it makes readers run.
- Using clickbait titles that don’t deliver. Yes, “You Won’t Believe What This Web Designer Found in Her Code” might get clicks, but disappointed readers won’t stay.
- Buying backlinks from sketchy websites. This is like paying someone to say you’re cool. Google will find out.
- Duplicate content. Copy-pasting content across pages (or from other sites) is a big no-no. Be original—you’re worth it.
- Neglecting technical SEO. Broken links, missing metadata, and slow-loading pages can tank your rankings faster than you can say “crawling errors.”
When SEO Isn’t the Answer (And That’s Okay!)
Sometimes, SEO just isn’t the best strategy—especially in the short term. Maybe you’re launching a brand-new product that no one knows exists yet, or your audience hangs out more on Instagram than Google. Or maybe your content is so niche that it simply doesn’t have a keyword audience yet.
Here are a few alternatives to explore:
💡 Alternative Strategies
- Social media marketing. Platforms like Instagram, Pinterest, and LinkedIn can be goldmines for visibility — especially if your visuals are strong and your audience is social-savvy.
- Email marketing. Building a newsletter list is one of the most sustainable ways to stay in touch with your audience. Plus, it’s algorithm-proof.
- Content partnerships. Guest blog posts, podcast appearances, or collaborations can bring in traffic from adjacent audiences.
- Pay-per-click advertising (PPC). Google Ads and social media ads can give you a visibility boost while your SEO is still growing roots.
- Community engagement. Sometimes, the best marketing comes from showing up — on forums, in Facebook groups, or at events relevant to your niche.
Final Thoughts: SEO Is a Long Game (With a Sense of Humor)
Like any good relationship, SEO requires patience, consistency, and a little finesse. It won’t solve all your traffic woes overnight, but when approached with strategy and care, it can help you build lasting visibility and trust.
And hey — if you’re ever in doubt, just remember this: no one ever Googled “how to fix my SEO overnight” and actually found a solution. But they did probably find a well-written blog post with honest advice, a bit of humour, and a clear perspective.
Just like this one. 😉