1. If your SEO doesn't directly generate revenue, it's failing - stop hiding behind vanity metrics.
2. Understanding search engines is worthless if you can't translate it into business growth.
3. Most blog content isn't driving awareness - it's getting lost in a sea of information your audience consumes daily.
4. Bottom-funnel SEO tactics generate real revenue while most waste time on awareness content that never converts.
The best content that drives revenue tends not to be promoted by search rankings.
5. Most SEOs hide behind technical jargon because they're afraid to talk about actual business results.
6. The real money is in capturing active buyers through bottom-funnel searches, not chasing awareness metrics.
We're producing 46X more content than 20 years ago - we don't need more content, we need better conversion strategies.
7. When "SEO gurus" switch to selling courses instead of doing SEO, that's all you need to know about their expertise.
Ask any SEO expert for their latest case study - their silence will tell you everything.
8. If your SEO doesn't know the 4 P's of marketing, they don't understand marketing basics...which is worrying.
9. SEO is digital product placement - we capture existing demand, not create it.
10. Real SEO success is measured in revenue growth, not traffic metrics.
11. Stop optimising for search engines and start optimising for buying customers.
12. Technical SEO matters, but without a revenue strategy, you're just rearranging deck chairs on the Titanic.
13. Digital PR is using the media to tell people, search engines and AI you exist. It's not just links.
14. Purchase decisions can take 12+ months, but bottom-funnel searches are where you must maintain market share.
15. The uncomfortable truth:
Clients know if the SEO is working because they see an uptick in leads, sales and revenue.
If they don't have that feeling, then all the data in the world is meaningless, and the clients will likely churn.
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