5 SEO Truths for 2025
Reading Time: 8 minutes 
After all these years, a consistent topic folks want to talk about is how the SERPS (Search Engine Results Pages) work. Much to the chagrin of some, I think it’s essential to dispel myths and present reality.
I track search engine algorithms pretty much every day. I watch my sites to see if there are any patterns or issues of concern. And guess what? The more things change, the more they stay the same.
Today, I’ll focus on what you need to consider if you’re serious about gaining rankings over time. I’ll also include links to other resources and articles for more reading.
SEO is one of those things that website owners struggle with the most. First, they ask how they can rank, which requires me to explain what is necessary to attain their desired rankings. I then became their “Debbie Downer.”
How Do I Get “Top 10” Search Engine Rankings?
Chances are, for most, that will never happen. Yeah, it can happen, but the work, cost, and time required to accomplish it and maintain a top-10 ranking is something only a rare few can make happen. It’s tough for us little guys.
After launching a new WordPress Website, one of the most common follow-up issues clients want to know is when they will be in the “top 10.” As if just existing means you’ll be there.
Yes, you should hit the top 10 for your name, brand, slogan — stuff unique to just you. But the key is to get found by the terms those who don’t know you exist will use.
The most common SEO questions I get asked that I’ve already posted about are:
By the end of this conversation, the person I’m speaking with is usually demoralized now that they know what’s required. And in most cases, they do not follow all the advice provided.
The time and effort needed, along with the challenge to be embraced, for any hope of getting top rankings is nothing less than overwhelming. I get it. Who has that kind of time?
You’ve heard that phrase, “there’s no such thing as a free lunch?” Boy, does that apply to search rankings. You have to work for every morsel.
While “free” listings don’t cost you anything like PPC (Pay Per Click) advertising does, “Top 10” is almost impossible to attain. That’s right; I said it — nearly impossible.
If you are serious about being ranked on the top page ahead of the hundreds, tens of thousands, hundreds of thousands, or even millions of other sites fighting for the same spots, it’s time to become good friends with reality.
Search Engine Reality vs. Hype…
Have you noticed that there is even less available real estate “above the fold” for organic rankings? This is due to more ad-block areas than ever. That’s how Google makes its money.
You want to be seen without scrolling — that’s called “above the fold.” The rest are below the fold.
If hundreds or thousands of sites all want to pull on the top page for the same terms you do, how can you rise above them all? You have to be the best. You have to do what is necessary to be perceived as the best.
That means being better than the sites already owning those positions. It’s an arduous climb because many big brands own those slots, leaving us little guys at a considerable disadvantage.
Your competitors probably desire those positions as much as you do. How can you make a difference? Think long game.
Making the Right Choices and Taking Action
SEO isn’t just about inserting keywords. It includes your site performing well with content contributing to your Expertise, Authority, and Trust factors. Many great resources online guide site owners on the reality of what is required to succeed—here is the list I rely on.
Unfortunately, many ignore this reality, and I can understand why. At that same time, you cannot assume that you can tweak this, do a little of that, or throw some keywords here or there and get those results. Many prefer not to spend the necessary time or money and believe that somehow, rankings will eventually happen anyway.
That. Won’t. Happen.
The Truth About Top Page Search Engine Rankings
You have to take a sober look at your market and consider the following:
“What makes my site so much better than the multitude of competitors already in those slots, for my target phrase(s), that I warrant being above all the rest?“
Do you have an answer to that question? Be honest.
If you do not have a rock-solid, realistic answer, you probably do not know how to achieve that result. It’s time to get to work and do some due diligence.
Each search site, such as DuckDuckGo, Google, Yahoo, and Bing, has its proprietary algorithm that considers hundreds of factors (algorithm) when determining how to rank a site. Although none are perfect, these algorithms are constantly evolving and changing to offer the searcher, so they say, the most relevant results based on the search criteria used.
Your mission, if you choose to accept it, is to be the most relevant, trusted, highest-quality site for the terms you want to rank for.
5 SEO Truths?
Remember, websites and search engines are just computers communicating with other computers. Search engine algorithms rely on your site’s content, structure, inbound links, and performance metrics. And now, throw AI into the mix.
These variables are what search engines use to determine your credibility and status throughout the network. As complicated as these algorithms are, your best chance to attain rankings over the long haul is pretty straightforward — if you keep these five truths in mind.
FREE: Find new keywords for your market…
SEO TRUTH #1: CONTENT
You must continually grow your site with relevant, helpful information that is valuable to your site visitors and worth linking to. More importantly, you must create content that caters to the site visitors’ needs and intentions.
Based on the above definition, you want to provide the information visitors need to resolve their queries. Be the solution.
You want to increase the odds of attaining one-way links to your site by crafting link-worthy content. One-way inbound links are a vote of confidence that you have a good website and information. They are hard to come by but worth their weight in gold when acquired.
In 2025, obtaining inbound links will be more challenging than ever. The fact is that websites don’t link off-site as often as they did in the past. Regardless, it doesn’t hurt to keep this goal in mind.
Structuring your posts properly also matters. If you want your posts to be read, avoid these bad habits.
SEO TRUTH #2: RELEVANCY
There is no way to cover all your keyword phrases on your home page, on any one page, or in any post within your site and expect to rank on the top page of search engines. So, the keyword-stuffing days are over.
In addition, the more you are about, the less you are about any one thing. This is where determining your niche, doing keyword research, and focusing on the terms your target customers use is vital.
Search engines will rank what their algorithm discerns as the most relevant and authoritative site/page/article related to the term searched. This is why you must, in turn, have detailed, concentrated pages about core topics.
Work towards creating an extensive library of ûber-niche helpful articles that use your established collection of target phrases. Here’s a PDF to help you out.
SEO TRUTH #3: LONGEVITY
Sites that have been online longer and consistently updated tend to rank higher than those that have just launched or are rarely updated. This is not because of age alone but because, if appropriately managed, the longer a site has been around, the more information, authority, followers, and links it tends to have.
Use the test of time to create a consistently grown site with new features and an updated look when necessary. Technology will push ahead with or without you. Make a concentrated effort to keep up so you are not left behind.
SEO TRUTH #4: DEPENDENCE
You don’t want to depend on organic search rankings as your sole venue for new visitor acquisition. While search engines should be part of your plan, they should not be more than content, features, branding, and social networking efforts.
You don’t want to put all your eggs in the search engine basket. That is not a solid or pragmatic marketing methodology.
Unless you purchase search engine advertising (PPC), you can’t “buy” your way into the top positions in the free/organic SERPs. So, what does a website owner do?
Work hard to make your site the best it can be within its competitive market for your target customer. If you take away anything from this article, it is those last four words.
SEO TRUTH #5: TECHNICALITIES
Technical SEO involves optimizing a website’s backend and infrastructure to make it easier for search engines to crawl, index, and understand its content, ultimately improving its visibility and ranking in search results.
The choice of web host, site structure, coding, mobile responsiveness, website performance, and speed all contribute to your rankings. For example, did you know that Google expects your site to display in 2 seconds?
Ongoing Consistent Efforts Rule the Day
Add articles, PDF downloads, a Blog, a resource directory, or even forums if these services benefit your market. Then, share them on all your social media platforms and engage.
Cater to your customers by determining what they want and giving it to them. Then, strive to be the one-stop shop for your target market and take the time to get out there, network, and participate.
With this approach and doing your best to accommodate your market, you make your site visitors happy and give the search engines what they look for to rank you accordingly.
Even if you don’t attain those top 2 or even top page rankings, you’ll have something much more valuable—dedicated and loyal customers who will talk you up. Priceless.
At your service,
