We spend hours crafting the perfect SEO story for Google. But what about the story we're telling our clients, our teams, and ourselves?
For years, the dominant SEO story has been a numbers game. It's been about volume, more pages, more keywords, more backlinks. We chase the plotline of rapid growth, often tempted by shortcuts like programmatic SEO that promise a quick climax but rarely offer a sustainable narrative.
But the most compelling SEO stories I've witnessed aren't about hacking the algorithm. They're about ruthless editing.
I recall one story with a client who had over 3,000 pages. The plot was convoluted, with countless chapters (pages) saying the same thing. They were the author competing against themselves, and Google was a confused reader. The brave edit? Deleting 2,000 pages. The twist? Traffic grew from 10,000 to 340,000 monthly visits. The story became focused, authoritative, and ultimately discovered.
This is the new narrative. It’s not about creating more noise. It’s about creating an undeniable signal through quality, clarity, and deep expertise. As another powerful SEO story illustrates, the internet is bifurcating: AI answers the quick questions, but humans still click with purchase intent. Our content must be worth the click.
The moral of these SEO stories is that authenticity isn't just a branding term; it's a ranking factor. Google rewards real experience and helpfulness. You cannot automate trust. You cannot programmatically generate a unique perspective forged from years in the trenches.
So, let's change the story we tell. Let's stop pitching magic bullets and start writing chapters of slow, steady, strategic work that builds legacies, not just quarterly reports.
What's a client SEO story that changed your perspective on what really matters?
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