The Truth About SEO: Is It Really Always Changing?

The Evolution of SEO

I always find it amusing how there's an endless stream of topics to discuss regarding SEO and search marketing. Fundamentally, SEO hasn't really changed much over the years, but the details have evolved.

Insights from Chris Green

Recently, Chris Green shared a thought-provoking thread on Bluesky about this very topic. As the year comes to a close, it's a fitting subject to ponder.

He noted:

"SEO is always changing" - but is it, really? Every time I review my SEO basics slides from the past decade, I question how much needs updating. Besides refreshing screenshots for GSC or GA4, much of the core material remains stable.

One common industry cliché is that "SEO always changes, I can't keep up." While there's a grain of truth to this—some tactics have a limited shelf life—the core messages, lessons, and basic technical requirements have remained unchanged.

Changes in Specialized Areas

Venturing into specialized areas like JavaScript, Performance, or Structured Data reveals a quicker pace of change. This fluctuation is driven by advancements in technology and the ongoing battle against spam/black hat techniques by Google's web spam team.

Why It Matters

Understanding whether people view SEO as an ever-changing field can influence their willingness to learn and value the expertise of SEO professionals. It might encourage them to engage more or, conversely, lead them to dismiss SEO best practices as transient advice that will shift in a few months.

Best practices in SEO often align with best practices across other areas, making them simple and beneficial beyond just SEO.

For larger brands to thrive in search, input from more than just the SEO team is essential. Lowering entry barriers and encouraging shared responsibility can help demystify SEO, making it less daunting for businesses.

Community Insights

John Mueller from Google responded favorably to this discussion, emphasizing that while certain aspects change, many remain fundamentally the same. Ammon Johns echoed this sentiment, noting that while core principles stay consistent, the tools and tech we use are in constant evolution, affecting how we achieve our unchanging objectives.

This ongoing dialogue reflects a broader understanding of the SEO landscape and its implications for businesses today.