Doing SEO Properly

If someone offers you SEO for £200 a month, ask them one question: what exactly happens for the £200?

The honest answer is usually four blog posts, some directory listings, and a report showing keyword positions that nobody reads.

That model stopped working, and this year’s Google core updates made it obvious. Content produced at scale without real editorial oversight was hit hardest, regardless of whether a person or a machine wrote it. What got penalised was not AI. It was saying nothing new.

Meanwhile the thing being measured has changed. Google increasingly works with entities rather than keywords: who you are, who writes your content, what you are credibly associated with.

Content attributed to a named author with a verifiable track record is holding up. Anonymous content is not.

So proper SEO now looks less like a monthly content quota and more like: fixing what is technically broken, saying something only you can say, getting cited by places that already have authority, and making your expertise legible to a machine.

Slower. Less satisfying to report on. Considerably more durable.

The cheap version is not bad value. It is no value, billed monthly.