SEO: Is It Still Worth It, or Is It Fundamentally Flawed?

Explore the current relevance, value, limitations, and future of Search Engine Optimisation (SEO) in the digital era.

Search Engine Optimisation (SEO) has long been regarded as a cornerstone of digital marketing. For over two decades, it has been the dominant strategy for increasing online visibility, driving traffic, and generating leads. But as technology, search algorithms, and user behaviour evolve, so too must our perception of SEO.

So the question is: Is SEO still worth it? Or is it becoming outdated and flawed in ways we can no longer ignore?

Let’s break this down, explore the core issues, and invite global discussion on what really works in today’s digital landscape.

Part 1: A Brief History of SEO

In the early days of the internet, SEO was straightforward:

>>> Add the right keywords

>>> Build some backlinks

>>> Optimise page titles and descriptions

This simplistic model worked well for Google’s early algorithms, which were based on textual relevance and basic authority signals. Over time, however, search engines became more sophisticated. The focus shifted from keyword stuffing to user intent, technical performance, content quality, and trust signals.

Major updates like Panda, Penguin, Hummingbird, and BERT have reshaped SEO into a discipline requiring:

>>> Deep content strategy

>>> Site architecture optimisation

>>> Mobile-first design

>>> Speed improvements

>>> Schema markup

>>> Ethical link building

>>> E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness

But here’s the problem: despite its complexity, SEO is no longer guaranteed to deliver ROI.

Part 2: The Case Against Traditional SEO

1. Algorithm Volatility

Search engines, especially Google, are increasingly opaque. Updates roll out with little warning, and rankings can fluctuate dramatically overnight.

>>> You can spend thousands of pounds on SEO only to disappear from page one after a single update.

2. Content Overload and AI Saturation

With the rise of AI-generated content, search engines are being flooded with articles, blogs, and landing pages that are optimised — but not necessarily valuable.

>>> The result? Noise. And less human connection.

3. Lack of Transparency from Platforms

Google has become a walled garden:

>>> Featured snippets reduce click-throughs

>>> Google Ads dominate the top of the page

>>> Maps, images, and "People also ask" boxes push organic results lower

SEO is still about playing on someone else’s land. And that land keeps shifting.

4. Unequal Playing Field

Big brands dominate SERPs not just because of quality, but because of domain authority, ad spend, and technical teams. For smaller organisations, competing in SEO is like bringing a knife to a gunfight.

>>> Even with perfect SEO, you may never outrank Wikipedia, Forbes, or Amazon.

5. Measuring Success is Murky

SEO metrics are often vanity-based:

>>> Rankings

>>> Traffic

>>> Impressions

But these don’t always translate to meaningful results like conversions, engagement, retention, or even proven value.

>>> If traffic is high but bounce rate is 90%, what have you really achieved?

Search engines cannot determine real value and potential from content alone. Without genuine performance metrics — such as proven actions taken, or value derived — SEO becomes a hollow promise. Visibility must be rewarded with real-world potential and outcomes.

Part 3: Is SEO Still Worth It?

Yes, Maybe — But It Depends.

Let’s be clear: SEO is not dead. It just needs a mindset shift.

When SEO Is Worth It:

>>> You have a long-term content strategy

>>> You create genuinely useful, original, and trustworthy material

>>> You want to reduce dependency on paid ads

>>> You target specific high-intent queries

>>> You focus on user experience and value delivery

Good SEO aligns with good business practices.

When SEO Isn’t Worth It:

>>> You want fast results

>>> You’re working in a hyper-competitive space without budget

>>> You rely on AI or thin content

>>> You’re not offering anything uniquely valuable

Part 4: SEO vs Alternatives

Many are now asking: what else works?

1. Direct Engagement Platforms (like Ideas-Shared)

Platforms that foster direct discovery and discussion are becoming more relevant. They allow:

>>> Content and activity to be discovered based on interest and intent

>>> Real user engagement, not just search positioning

>>> Community-led trust-building

2. Thought Leadership on Social Media

LinkedIn, Substack, X, and even TikTok are great for:

>>> Building personal brands

>>> Creating audience affinity

>>> Driving authentic engagement

These platforms are intent-driven, not keyword-driven. - but the key is always a successful outcome.

3. Email + Owned Channels

A quality email list remains gold. You control the message, timing, and delivery.

>>> The smartest marketers are building owned communities, not rented search visibility.

4. Podcasting, Video, and Voice

Multimedia content is harder to SEO, but often creates stronger loyalty and trust. People don’t search for it — they subscribe to it.

Part 5: Rethinking What "Optimisation" Means

Maybe the real problem isn’t SEO itself, but the way we define it.

What if SEO wasn’t about:

>>> Gaming Google

>>> Outranking competitors

>>> Chasing keywords

But instead about:

>>> Serving the right people with the right message at the right time

>>> Being discoverable through real value and clear intent

>>> Creating searchable ecosystems beyond Google

True optimisation is about connecting what you do with the people who care.

And let’s not forget: for SEO to be truly valuable, it must deliver a genuine ROI — where search visibility results in measurable outcomes, not just vanity metrics.

Conclusion: An Open Invitation

SEO isn’t dead (yet). But it is overdue for redefinition.

If we want to create more resilient, ethical, and effective digital ecosystems, we need to:

>>> Question our assumptions

>>> Stop blindly chasing search trends

>>> Focus on community, conversation, and contribution

That’s why platforms like Ideas-Shared offer a compelling alternative:

>>> Listings by purpose and outcome

>>> Visibility based on need, not ranking

>>> Real engagement through shared ambition

Let’s talk. Let’s share. Let’s build discoverability around what matters.

What You Can Do on Ideas-Shared

>>> Start a listing to explore new digital marketing approaches

>>> Collaborate with others disillusioned by traditional SEO

>>> Create open-source guides on what’s working

>>> Design your own engagement funnels based on conversation, not clicks

SEO may still matter. But it shouldn’t be the only strategy we trust.

Let’s build something better. Something that serves each of us.