Why chasing SEO harms you more than helps you

For years, marketers chased elusive Google algorithms—pulling hair over backlink profiles and keyword densities. But in 2014, Google’s Hummingbird update pivoted focus toward natural language and user intent, blurring the line between SEO and genuine value. That’s when the idea of SMO—social-media optimization—gained traction.

Imagine crafting a blog post with five perfect keywords stuffed into every paragraph. It ranks well in search, but the headline feels robotic, the intro is dull, and no one tweets it. Conversely, a catchy, bold headline sparks shares, driving social traffic that ultimately feeds back into search signals.

Research shows social engagement metrics correlate with higher search visibility anyway—Google rewards content that people talk about. Yet chasing pure SEO often leads to stale, over-optimized copy that pleases algorithms but alienates readers.

By reorienting your strategy—auditing goals, focusing on shareable headlines and visuals, and measuring social interactions—you build content people want to share. Those shares produce authentic backlinks and brand awareness, creating a virtuous cycle that outperforms keyword tricks.

Begin by listing your three main content goals and weigh how SEO tactics serve them. Then swap out any stilted, keyword-heavy headlines for punchy, share-friendly hooks. Use your social analytics—reshares, comments, clicks—to decide which topics to cover next. Finally, share this shift in focus with your team so everyone aligns behind optimizing for people rather than search bots. Give it a try on your next blog post.