In the world of digital marketing, the phrase “SEO is always changing” has become a familiar complaint or boast. It’s echoed in conferences, client conversations, and on social media alike.
But really, how much has SEO really changed over the years? The truth is, while some aspects of SEO do evolve rapidly, much of its foundation remains remarkably stable.
The Stability of SEO Basics
Every time I revisit my SEO basics slides—spanning over a decade—I’m struck by how little of the core material actually needs updating. Sure, the tools we use have changed (hello, GA4) and the interfaces of platforms like Google Search Console have received facelifts, but the underlying principles stay consistent:
Create quality, user-focused content.
Optimize for technical accessibility (think crawlability, mobile-friendliness, etc.).
Build authoritative signals (backlinks) to demonstrate value.
The essentials of search engine optimisation are grounded in helping search engines understand content and helping users find what they need.
When SEO is seen as stable and approachable, rather than mysterious and ever-changing, it’s easier to foster... cross-functional alignment.
These fundamentals haven’t shifted nearly as much as the industry clichés would have you believe.
What Does Change in SEO?
That said, there’s some truth to the idea that “SEO is always changing.” Specific tactics and strategies often have a limited shelf life.
For example:
Technical SEO innovations like JavaScript rendering, or structured data evolve as technology advances.
Algorithm updates reshape how certain factors are weighted (e.g., E-E-A-T or helpful content).
Black hat tactics are locked in a constant arms race with Google’s spam teams, leading to quick obsolescence of manipulative techniques.
Fads/Misunderstandings/White Rabbits - Mobilegeddon, CWV as Ranking-Factor, Voice Search etc
These changes tend to occur on the fringes of SEO rather than at its core. Specialists diving deep into JavaScript SEO, performance optimisation, or spam-fighting techniques will certainly find themselves chasing new trends and tools. But for most businesses, these areas are
refinements, not revolutions.
Why Does This Matter?
The perception that SEO is in a constant state of flux can cut both ways:
Increased demand for expertise. The idea of rapid change positions SEO professionals as essential guides, staying ahead of the curve for their clients or companies.
Disengagement and resistance. On the other hand, if SEO is seen as a moving target, it may lead to apathy. Teams might think: “Why bother implementing this? It’ll just change again in six months.”
This is where a nuanced understanding is critical. While some tactical trends do shift, the core best practices of SEO are often straightforward, accessible, and—critically—valuable beyond just search.
The Broader Value of SEO Best Practices
SEO isn’t just about rankings. Its principles frequently overlap with broader digital best practices:
User experience (UX): Improving page speed or mobile usability isn’t just good for SEO—it enhances your site for everyone.
Content quality: Writing for users with clear intent benefits all marketing efforts.
Web accessibility: Making your site more accessible helps SEO and ensures inclusivity.
For large organisations especially, success in search depends on collaboration across multiple teams. The SEO team’s role often involves enabling others—developers, content creators, designers—to make informed decisions that support SEO goals.
When SEO is seen as stable and approachable, rather than mysterious and ever-changing, it’s easier to foster this kind of cross-functional alignment.
The Takeaway
Yes, SEO evolves, but not always as we like to think. OR not in a way that impacts how we do SEO.
By focusing on core principles and embracing the slow, steady shifts on the periphery, businesses can succeed without feeling like they’re constantly playing catch-up.
The key is to empower teams with clear, actionable guidance. Lower the barrier to entry, demystify the process, and emphasise how SEO fits into the bigger picture of digital success.
When SEO feels less like a moving target, more people will engage with it—and that’s a win for everyone.
So, is SEO always changing? Not really. But perhaps it’s time we change how we talk about it.
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