Well, folks, 2025 has been an interesting year for search engine optimization (SEO) so far. AI-generated summaries changed the SERP, resulting in fewer clicks for traditional listings. This reduction in traffic has sent businesses scrambling to find other ways to increase brand awareness and engagement. And businesses without Google Business Profiles (GBP) have been getting buried after the search giant made a change to what the algorithm emphasizes.

So if you find yourself wondering what really matters in SEO today, trust us when we say you have a lot of good company. Things are shifting quickly, and – as always – there are a lot of myths and bad pieces of advice out there.

We’re hoping this post will help you separate fact from fiction.

Ready to ‘optimize’ your SEO knowledge?

Myth #1: AI Killed the SEO Star

Reality: SEO isn’t dead – it’s evolving.

Yes, AI is shaking things up. As you’ve surely noticed, Google’s Search Generative Experience (SGE) and AI overviews are changing how results appear.

But that doesn’t mean SEO is obsolete. Instead, businesses need to adapt to new formats, understand how AI pulls content, and create material that stands out in a changing search landscape.

Myth #2: Get Your SEO “Done” and Move On

Reality: Silly rabbit, there is no “done.” SEO is an ongoing process.

Many small business owners believe they can “do SEO” once, optimizing a few keywords, updating meta tags, and calling it a day.

But search engines are constantly updating their algorithms, and user behavior evolves just as fast. That means your content, strategy, and even website structure need regular attention.

Sorry to break it to you, but SEO success in 2025 requires consistent effort, performance monitoring, and content updates.

Myth #3: You Want to Rank #1 for All Your Keywords

Reality: You’re better off focusing on truly niche, intent-based terms.

The days of obsessing over the #1 spot on Google for broad, highly competitive terms is over. Today, SEO is about showing up in front of your ideal customers at the right time.

That means ranking well for long-tail, niche-specific, and local keywords is often far more valuable than chasing generic search terms. Focus on search intent rather than search volume.

Myth #5: Local SEO Is Too Competitive Now

Reality: Even though it has become more competitive, local SEO is still one of the most important strategies for small businesses.

If you have a physical location or a service area, local SEO is crucial. Tools like your GBP, local directories, and customer reviews heavily influence search visibility.

Put another way, when people search for services “near me” or in their city, a well-optimized local presence can mean the difference between a new customer and a missed opportunity.

Myth #6: You’ll Know What’s Working Right Away

Reality: Hahahahahaha. We wish it was that easy. 

SEO has always taken time. With increasing personalization and AI-driven results, right now it’s taking more time than ever to learn what’s working and what isn’t.

Annoying? Yes. But it’s where we are.

Ranking changes right now tend to be subtle and slower to show. And you typically won’t see immediate spikes from one blog post or a single technical tweak.

Bottom line? SEO for the foreseeable future will be about consistency, relevance, and building trust with both users and search engines over time. And the businesses who adapt will have an edge.

Focus on clarity, relevance, and long-term strategy, and you can still win in this new era of search. Feeling like you want some help with your evolving SEO strategy? Get in touch.