Three SEO Rules Every Marketing or Creative Director Should Stop Ignoring

Photo Credit: DeanLong.io

SEO is one of those things that never really goes away but always feels like it’s changing. You can get caught up chasing the latest shiny tactic, but the truth is, some fundamentals still move the needle more than anything else.

If you’re responsible for marketing or creative strategy, here are two SEO basics that deserve your attention—not because they’re new, but because most people still don’t do them well.

1. Focus on User Intent Over Keywords

Keyword stuffing is dead. What really matters now is understanding why someone is searching and building content that serves that purpose. Are they looking for information? Trying to compare options? Ready to buy?

Your job is to create content that aligns with those needs. That means:

• Writing clear, helpful articles or guides for people who want to learn.

• Making product or service pages that answer questions and remove friction for buyers.

• Ensuring your site architecture supports easy navigation for people who already know your brand.

If you don’t map your content to real user intent, you’re just guessing—and Google knows it.

2. Don’t Overlook Technical SEO Basics

No matter how good your content is, if your website is slow, not mobile-friendly, or poorly structured, you won’t rank well.

This means:

• Getting your page speed under 3 seconds.

• Making sure your mobile experience is seamless—Google primarily indexes your mobile site.

• Using clear URLs and structured data so search engines can easily understand what you’re offering.

• Securing your site with HTTPS.

Technical SEO might not be glamorous, but it’s the foundation your content stands on.

Photo Credit: Jacob Tyler

3. Build Authority Through Consistency and Backlinks

Content alone won’t cut it if your site isn’t seen as an authority in your space. Backlinks—from relevant, trustworthy sources—are still one of Google’s top signals for authority.

But don’t chase quantity over quality. Focus on:

• Creating valuable, share-worthy content that earns links naturally.

• Building relationships with industry peers for guest posts, collaborations, or mentions.

• Consistently publishing content that reflects your brand’s expertise and voice.

Authority takes time, but it’s one of the best investments you can make for long-term SEO success.

Final Thoughts

SEO often feels like a moving target. New algorithms, new tools, new advice—it’s easy to get overwhelmed.

But at its core, SEO success comes down to a few simple things done well: understanding your audience’s intent, having a technically sound website, and building your site’s authority with consistent, valuable content and genuine connections.

Ignore the noise. Focus on these basics, and you’ll be setting your brand up for sustainable growth.

If you want to dig deeper into how these rules apply to your brand, or need help getting buy-in across teams, let’s talk.