Top 10 Must-Know SEO Concepts

Top 10 Must-Know SEO Concepts

In the dynamic digital marketing landscape, understanding the ins and outs of Search Engine Optimisation (SEO) is imperative. To help you navigate this complex field, we’re unpacking ten essential SEO concepts and the impact of the latest AI-driven changes on SEO strategies.

1. SEO Is A Blend of Content and Backlinks


SEO isn’t just about keywords. At its core, SEO combines creating high-quality content tailored to users’ needs with developing authoritative backlinks that lead to your content. This two-pronged approach boosts your website’s visibility and ranking on search engine result pages (SERPs).

2. SEO Is A Relationship-Building Exercise

Effective SEO involves building relationships, predominantly through backlinks. Imagine crafting a comprehensive page detailing the average salary for hotel managers. If your data proves useful, people will naturally link to your page, strengthening your site’s authority and reliability.

3. SEO Is a Customer-Centric Approach

SEO is customer-focused. It’s about effectively identifying and answering your customers’ questions and identifying keywords that matter to them, not just to you. This focus ensures your content resonates with your target audience, increasing its relevance and appeal.

4. SEO Is About Knowing Search Engines

Understanding the workings of search engines like Google and Bing is paramount. Comprehending every search algorithm and preparing for future updates can give you a leg-up in your SEO efforts.

5. Is No Shortcut to Success

SEO isn’t a sprint; it’s a marathon. You may start seeing results after a few months, but it could take up to a year for Google to validate your site and for you to secure organic, long-lasting results.

6. SEO Is An Ever-Changing Field

SEO is always evolving. Mastering SEO today doesn’t guarantee you’ll still be an expert in five years. Therefore, complacency is the enemy. If your SEO company isn’t keeping pace with the changes, it might be time for a switch.

7. Is Driving Traffic and Conversions

While SEO is instrumental in driving traffic to your site, it fails without Conversion Rate Optimisation (CRO). Converting this traffic into leads is critical to realising the value of your SEO efforts.

8. Adapting SEO Strategies to AI: The Impact of Google’s Search Generative Experience (SGE)

Google’s SGE, its most significant search engine update to date, is set to transform the SEO landscape further.

This AI-powered update could potentially push brands and content down the ranks and render keyword search volume redundant in shaping SEO strategies. Furthermore, measuring SEO success could become increasingly challenging.

Marketers might find it redundant to publish basic content on topics that AI can accurately generate. For instance, an AI could respond to a query such as “what is a marketing dashboard” quicker and more efficiently. Despite this, several SEO agencies continue to generate ample generic, top, and mid-funnel informational content.

9. It’s More Than Just Tricks

Many SEO agencies, have succumbed to the illusion that successful SEO is about tricking search engines. This approach is not only fundamentally flawed but also counterproductive. Success in SEO is achieved by collaborating with search engines and helping them deliver the best results to their users.

10. SEO Is Embracing Change and Flexibility

The constant evolution of SEO demands flexibility and the willingness to adapt. As search engines continuously update their algorithms, so must your strategies evolve. Staying current with trends and maintaining a keen eye on the horizon will keep you one step ahead.


Mastering SEO involves understanding its foundational principles and staying abreast of changes, particularly in an age of increasing AI influence. By focusing on creating high-quality, user-focused content, building relationships through backlinks, and adapting to new developments like Google’s SGE, you can optimise your SEO strategies and secure lasting success.


What is the foundation of SEO?

SEO primarily combines high-quality, user-focused content creation and authoritative backlinking.

How important is understanding search engine algorithms for SEO?

Understanding the workings of search engines like Google and Bing is crucial in crafting effective SEO strategies.

How does AI influence SEO?

With Google’s AI-powered SGE update, SEO is becoming more complex, necessitating marketers to adapt their strategies and focus more on quality, in-depth content. Check out our thoughts on SGE here.

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