Read a few articles about search engine optimization (a.k.a. SEO) lately and you’ll get the distinct impression that it’s tougher and more complicated than ever. The algorithms change, AI is shaping search results, and humans are more discriminating than they used to be. All of this makes it almost impossible to rank well on Google, right?

Actually, I don’t think so. If you ask me I think SEO isn’t actually becoming more complicated at all. It’s just getting better. And for the average marketer, that’s a good thing.

Let me explain why in a few simple points:

  • At first, search engines simply crawled the web looking for keywords and links. That was effective when the internet was small, but it also created a system that was very easy to game.
  • As more and more marketers started to game the system, it became harder and harder for searchers to find real information – and for honest business owners to reach the buyers who needed them.
  • Now, search programmers are using AI and other tools to make results more intuitive and organic. That, in turn, is making it easier for customers to find local, unique, and relevant vendors.

To put all of this in a different way, SEO is only getting harder if you’re one of the people who is trying to game the system and pretend to be something you’re not. For the rest of us, the rules have actually tilted back in our favor.