Confessions From A Former SEO Copywriter

I once worked as an SEO copywriter, tasked with what many businesses dream of—getting a product onto the first page of Google. I achieved that goal, but here’s the hard truth: it didn’t matter. Despite landing the product in a prime position on Google’s results, there was no measurable growth in sales.

The product was niche, with limited competition, so reaching the first page wasn’t an insurmountable challenge. But even with that advantage, the effort produced no financial payoff. Why? Because SEO doesn’t guarantee results. Being on the first page of search results is not the same as being successful. It doesn’t guarantee clicks, and even fewer of those clicks convert into actual business.

SEO: A Losing Game for Most

The harsh reality is that SEO is a zero-sum game. For every firm that climbs to the top, countless others remain stuck in obscurity. Everyone cannot win—and the odds are stacked against you. Google’s algorithm favors only the top three organic results, which account for nearly 60% of all clicks. The remaining scraps are divided among everyone else.

Many businesses sacrifice valuable time and money chasing rankings that may never come. Keyword stuffing, an outdated and desperate tactic, is still used as a shortcut to manipulate rankings. It’s like pouring your resources into a massive billboard directing people to an empty store. Even if people arrive, they won’t stay unless they find something worthwhile.

Here’s an example of the kind of content SEO often produces—superficial, robotic, and overly focused on keywords:

“Personal Injury Lawyer for Miami Residents in Miami, FL” – Are you looking for a Miami personal injury lawyer in Miami, FL? Our Miami law firm has the best Miami personal injury lawyers in Miami. Personal injury attorneys in Miami can help with your Miami car accident, Miami slip-and-fall, or any other Miami personal injury cases in Miami, Florida. If you need a Miami personal injury lawyer, call our Miami law firm today to speak to a personal injury lawyer in Miami, FL.

This kind of drivel might briefly boost rankings, but it alienates the very people it’s supposed to attract.

SEO’s Flawed Promises

Even beyond keywords, SEO is a game of endless optimization. Businesses pour money into technical enhancements—page speed, mobile responsiveness, HTTPS security, backlinking, directory citations, and so on. These tactics are expensive, time-consuming, and still provide no guarantee of success.

And let’s not forget the unpredictable nature of Google’s algorithm. With 500–600 minor updates a year and several major changes, the rules of the game are constantly shifting. What works today may be obsolete tomorrow. Businesses chasing SEO are essentially gambling with their marketing budgets in a game where the house always wins.

Referrals Over Rankings

There is one guaranteed way to rank first in a search: have someone type your name directly into the search bar. This happens when someone refers you because they trust you, not because you gamed an algorithm. Unlike SEO, trust can’t be bought or manipulated—it must be earned through credibility and meaningful connections.

At Spotlight Branding, we believe your marketing dollars are better spent creating content that demonstrates your expertise and strengthens your relationships with your network. SEO isn’t the magic bullet it’s often portrayed to be. Building trust and staying top of mind with your audience will always yield better results than chasing elusive rankings.

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Eddie Dzialo, Copywriter, Spotlight Branding

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