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How SEO Started: Simple Techniques That Once Worked
In the early days of the internet, getting found on search engines was relatively easy. Website owners could stuff their pages with keywords (repeating important terms), swap backlinks with other sites, and structure articles using simple headings. These tactics often worked without much else. Strategies like using hidden keywords, listing dozens of “meta keywords,” or submitting a site to hundreds of directories were widely used and largely effective at the time.
As Google became the dominant search engine, it began prioritising quality and relevance over quantity. This led to updates like Panda (which penalised low-quality content), Penguin (targeting unnatural backlinks), and Hummingbird (focused on context and meaning). Today, most of those old tricks, such as keyword stuffing, article spinning, or paid link farms, are either ineffective or penalised.
Modern SEO rewards well-written, useful content that genuinely helps the reader. This needs to be supported by natural backlinks and a technically sound website.
The New Reality: Ads and AI Dominate the Top of Search
Search results pages in 2025 look very different from those a decade ago. In most Google searches today, users will encounter:
- An AI-generated summary (known as an “AI Overview”) at the top
- Followed by several paid ads (marked as “Sponsored”)
- Only then will they see the organic search results, which are websites optimised for SEO but not paying for placement
This shift is significant. AI Overviews often answer the user’s question directly. As a result, many users never scroll down or click any website links. These are known as “zero-click searches” and now account for more than half of all searches globally.
In May 2025, Google confirmed it would begin placing ads directly within the AI-generated answers. This means that the top of the search page, which was once the prime location for well-optimised websites, is now occupied by Google-owned features or paid placements.
Even with a strong SEO strategy, your business may not appear in the top visible portion of the page unless you also invest in Pay-Per-Click (PPC) advertising.
Why SEO Is Not a Once-Off Task
SEO today is not a checklist you complete once. It is a continuous process that involves adapting to search engine updates, monitoring performance, refreshing content, and responding to competitors. Search engines frequently change how they evaluate websites, sometimes dozens of times per year.
For non-technical business owners, managing SEO alone can be overwhelming. This is why many choose to outsource SEO to specialists or agencies. These professionals stay current with algorithm changes and use the right tools and techniques to achieve results.
However, this comes at a cost. Professional SEO services typically range from R10,000 to R30,000 or more per month, depending on complexity and competition. While SEO can improve your visibility, it does not guarantee more traffic or sales. Results depend on many variables, including your industry, competition, content quality, and technical setup.
Why SEO Should Be Part of a Broader Strategy
Because SEO is long-term, complex, and uncertain, it should form just one part of a broader marketing strategy.
Here are other important strategies that support and complement SEO:
1. Subscriber-Based Email Marketing
Email remains one of the most effective and direct communication tools. Building a list of people who choose to hear from you, such as through newsletter sign-ups or downloads, allows you to maintain direct engagement. This method does not depend on Google rankings or social media algorithms. Email marketing consistently delivers high returns, with businesses earning strong value for money.
Key points:
- Use opt-in forms to build a genuine subscriber list
- Avoid purchasing databases
- Send helpful, relevant content that supports your goals and tone
2. Pay-Per-Click (PPC) Advertising
Platforms like Google Ads or Meta Ads (Facebook and Instagram) let you target high-intent keywords and appear at the top of search results. This is often the most immediate way to reach potential customers.
3. Social Media Marketing
Engage audiences and build awareness through platforms such as LinkedIn, Instagram, and Facebook. A combination of organic posts and targeted paid campaigns can be highly effective.
4. Content Marketing
Publishing valuable resources, including blog posts, videos, and downloadable guides, helps support SEO. It also builds authority and keeps users coming back.
5. Conversion Optimisation
This involves improving your website so that visitors are more likely to take action. Clear messaging, intuitive design, and visible calls-to-action help turn traffic into enquiries or sales.
6. Print and Traditional Media
Flyers, brochures, local newspaper ads, and signage still offer value. They can be especially effective for businesses targeting specific local areas or audiences that are less active online.
What About Website Design and SEO?
Today’s reputable website designers build websites with basic SEO principles already in place. These include:
- Mobile responsiveness
- Fast-loading pages
- Clear page titles and headings (H1, H2, etc.)
- Image alt text for accessibility
- Clean, structured URLs
- Logical navigation and internal linking
All of these help search engines index and understand your site’s content more effectively. However, they are only the foundation. Meaningful search rankings require regular content updates, optimisation, and external link-building.
How Outboxed Supports You
At Outboxed, we believe that effective SEO starts during the website development phase. Every site we create includes strong foundational SEO, ensuring a solid starting point.
We do not apply SEO in isolation. Your feedback and priorities help shape the direction of your content and structure. We work with you to understand your business and audience, so we can align your SEO with what your customers are actually searching for.
In addition, we offer support beyond SEO:
- Subscriber-based email marketing: Build and maintain an opt-in email list with valuable, consistent messaging
- PPC marketing: Appear at the top of search results using highly targeted campaigns
- Print marketing: Professionally designed brochures, flyers, and other offline materials
- Marketing strategy consulting: Helping you prioritise, budget, and integrate your efforts across platforms
We do not offer generic packages. Instead, we focus on developing strategies that make sense for your goals, your audience, and your capacity.
In Closing
SEO has matured from a set of quick tricks into a long-term marketing discipline. With AI-generated summaries and paid ads now dominating Google’s results, appearing organically in a high position is more difficult than ever.
This is why SEO must form part of a well-rounded marketing approach. That includes email marketing, content creation, advertising, and often traditional media as well. It requires time, consistency, and expertise.
At Outboxed, we help you bring all of this together. We build SEO-ready websites, offer clear and honest marketing advice, and help you reach your audience through the right mix of channels.
