Most businesses have invested in SEO at some point. But as digital competition intensifies and search algorithms evolve, the real question isn’t “Does SEO work?” – it’s “Is SEO the right growth lever for your business right now?”

As a branding and marketing agency, we’ve seen the role of SEO shift dramatically. Here’s our take on how to think about SEO in today’s landscape and how to decide if it should be a core part of your growth strategy.

The SEO Timeline

To this day SEO has enjoyed the halo of the early days where it really did feel like a money printing machine. Brands found quick wins through keyword stuffing, link schemes, and technical hacks. SEO companies promised the moon and, in some cases, delivered it. Fortunately, those days are long gone. Search engines have figured out ways to reward brands that deliver genuine value and exceptional user experiences and punish those that game the system. In 2025, only differentiated, high-quality content stands out.

What’s changed:

Algorithms prioritize user engagement and brand authority
Technical optimization is table stakes; real differentiation comes from trust and relevance.

Content saturation is real
With everyone publishing, only content that’s truly useful or unique gets noticed.

Paid SEO tactics are riskier than ever
Search engines are quick to penalize manipulative strategies.

When Does SEO Make Sense?

SEO can still be a powerful channel – if it aligns with your business model and market dynamics. Consider prioritizing SEO if:

  • Your audience actively searches for your solutions. If your prospects are Googling for answers you provide, SEO can drive high-intent traffic.
  • You can create content that’s genuinely better than what’s out there. This means investing in expertise, originality, and user experience.
  • You’re committed to ongoing optimization. SEO is not a one-time project; it requires sustained effort and adaptation.

When to Look Beyond SEO

For some businesses, other growth levers may offer a better return:

  • You’re in a hyper-competitive, saturated market. Breaking through entrenched competitors can be slow and costly.
  • Your offering is highly niche or relationship-driven. Direct outreach, partnerships, or brand-building may yield faster results.
  • You need immediate impact. SEO is a long game; paid channels or targeted campaigns can deliver quicker wins.

The Foundation: Brand, UX, and Customer Journey

Regardless of your SEO investment, your digital foundation matters most:

  • Brand authority and trust are increasingly factored into search rankings.
  • Exceptional user experience keeps visitors engaged and signals quality to search engines.
  • Mapping the customer journey ensures your content and site structure align with real user needs.

The Future: SEO as Part of a Holistic Strategy

SEO is still valuable, but only as part of a broader, brand-led digital strategy. The most successful brands integrate SEO with content strategy, UX, and broader marketing efforts. As AI and new search paradigms (Do you still use Google? Lots of people don’t.) reshape the landscape, adaptability and brand strength will matter more than ever. If you’re weighing where to invest for growth, start with your brand, your audience, and your unique value and then decide how SEO fits into the bigger picture.