Search engines and SEO are still useful for independent self-publishers

4 March 2025

From Joan Westenberg’s recent article: why personal websites matter more than ever.

SEO made it worse. SEO manipulation always favored platforms over individuals.

There’s little doubt rampant SEO manipulation deprived bloggers, independent self-publishers, of many readers in the past, and possibly continues to. But I still see good levels of referrals here via search engines, despite minimal utilisation of SEO. Maybe that’s because, ironically, I’ve always viewed SEO as a waste of time.

Back in the day when blogger in-person gatherings seemed to take place every other week, I took care not to bring SEO into any conversations I had. The dangers of doing so were akin to flying head first into a black hole. As in, sometimes there could be no escape. It seemed to me that if SEO wasn’t a thing, some people would have nothing else to talk about.

On the other hand, I don’t entirely want to bag out SEO either. Like it or lump it, SEO has a role, albeit a small role, in the work of independent self-publishers. Say what you will about search engines, and I know there’s strong opinions on the topic, but they still help people discover content and information, and reach this website. Even in the age of Google Zero.

And when it comes to content promotion, albeit passive promotion, search engines are far less effort than social media channels. For a long while social media channels were my main method of promoting content, but I was never fully comfortable doing things that way. I often felt I was foisting stuff upon people. Even though they had chosen to follow me.

Plus social media channels always felt like a distraction to what was really important: my website. Leaving the task of spreading word about my work to the search engines seems like a better idea, while allowing me to dispense with the socials. It’s truly a set and forget process. All I need do is publish, and move on to something else. The search engines do the rest.

Of course, that’s not the way anyone attempting to manipulate, or whatever they call it, the rankings, the SERPs, I think it is, see things. But the search engines are not oblivious to this activity, as much as an overstatement of the obvious that may sound. Because if SEO manipulation was truly excessive, surely anything I publish would go unnoticed by search engines, as it would be crowded out.

But that doesn’t seem to be the case. The search engines referrals may be modest, but deliver more than the socials ever did. Perhaps we can still dare to imagine that content remains paramount. Despite on-going SEO manipulation and, of course, ever present algorithms.

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