5 SEO myths that make me twitch
… (and what ethical SEO really looks like)
There are a lot of things that make me twitch — double spaces after a full stop, people saying “pacific” when they mean “specific,” and worst of all… bad SEO advice.
It’s not always malicious. Sometimes it’s just outdated. Sometimes it’s from someone who learned “SEO” in 2009 and never updated their playbook. But either way, these myths have a habit of leading small business owners down rabbit holes that waste their time and money, and give them a false sense of security about their website’s performance.
So, let’s bust a few, shall we?
Myth 1: SEO is just adding the right keywords everywhere
Yes, keywords are important. No, stuffing them into every sentence isn’t going to rocket you to the top of Google. In fact, it’s more likely to make your copy sound robotic and kill conversions.
The truth?
SEO in 2025 is about intent. Your keywords need to match what your dream client is actually searching for, and then your content needs to answer that search better than anyone else. Relevance > repetition.
Myth 2: You can “set and forget” your SEO
I get it. We’d all love to think you can do one round of optimisation and then kick back while the enquiries roll in.
The truth?
SEO is like fitness — you can’t hit the gym once and expect to stay toned forever. Your site needs regular content updates, technical checks, and optimisation tweaks to stay competitive.
Myth 3: You don’t need to conduct keyword research
I wish I had a dollar for every time I’ve heard this one: “I know my business, so I know what people are searching for.”
The truth?
You might have a good hunch, but without actual data, you’re flying blind. Keyword research isn’t about guessing — it’s about knowing which terms will drive the right traffic to your site, how competitive they are, and what other opportunities are hiding in plain sight.
Data-driven decisions might not be sexy, but they make a big difference.
Myth 4: Some website platforms are automatically “better” for SEO
Spoiler: the platform is rarely the problem.
The truth?
Whether you’re on Squarespace, WordPress, Shopify, or something else entirely, the key is how you optimise — not the platform itself. Sure, some have more flexibility, but a beautifully optimised Squarespace site will outrank a neglected WordPress site any day of the week.
Myth 5: Anyone promising you Page 1 rankings in a week is a genius
…or a scammer. There’s no magic button for SEO. Unless you’re going after a hyper-specific, low-competition keyword and already have a well-optimised site, quick wins like that are real rare.
The truth?
Ethical SEO is a long game. It’s about building a site that’s discoverable, trustworthy, and genuinely useful to the people you want to reach. That means combining technical optimisation, smart content, and a user experience that makes people want to stick around (and come back).
So, what does ethical SEO look like?
For me, it’s 3 main things:
Human-first – Optimisation that makes your site better for real people, not just robots.
Meeting you where you’re at with absolute transparency – Understanding the role SEO needs to play in your business, and tailoring the strategy to suit your goals and capabilities. You’ll know exactly what I’m doing, why, and how it’ll help your business grow.
Long-term thinking – Strategies that grow your visibility and credibility over time, instead of quick hacks that fizzle out.
SEO doesn’t have to be a mystery, a money pit, or a jargon-fest
Done right, it’s simply about helping the right people find you, and giving them a reason to stick around once they do.
If you’re tired of twitch-worthy advice and want an SEO plan that actually makes sense, you know where to find me.
Hey cutie - I’m Pip, the down-to-earth SEO expert over here at Articulate Communications.
I’ve been told once or twice: I’ve got a real knack for making SEO simple and sustainable for small business owners.
Pinky promise I didn’t make that up about myself. It’s just a couple of things my clients say about me after we’ve worked on their SEO.
It’s my job to help you get the visibility you deserve to finally move from *meh* to memorable brand. And I do that with a saucy little blend of creative and strategic copywriting and a dollop of zero bullsh*t SEO ju-ju.
Wanna see what this looks like for you? Holla at me.