Why SEO Still Matters in 2025: Insights from Brandon at Active FM
Search engine optimization (SEO) remains one of the most powerful tools in digital marketing, even in 2025. In a recent episode of Active FM, Brandon—a digital marketing expert with over 15 years in the field—unpacked what really works in today’s landscape and why SEO is far from outdated. From optimizing websites and content to understanding how social media, backlinks, and email marketing play into visibility, the episode delivered a treasure trove of actionable insights.
Focus keyword: SEO
Let’s break it all down in this punchy, no-fluff recap.
How Brandon Got Into SEO
Brandon didn’t plan to be an SEO expert—he fell into it. After earning a degree in business marketing, his first job threw him into the deep end with digital marketing. He handled everything from paid ads to email campaigns, but SEO stuck with him.
“Back then, I realized everyone’s going to have a website in the future—and I should probably stick with this digital marketing thing.”
Fast-forward to today, and Brandon runs his agency dedicated to helping businesses get free, organic traffic from Google.
Lessons Learned After 15+ Years in SEO
H2: Diversification is Key
Brandon emphasizes one core lesson: don’t rely on a single traffic source.
- Don’t just build on platforms like Facebook or Instagram—you’re “renting” space.
- Build and own your website so you control your content and data.
- Use Google, email, and SEO to build stable, long-term assets.
H3: Be Patient, but Data-Driven
- Growth takes time—SEO isn’t instant.
- Use analytics tools to track performance.
- Run A/B tests to optimise conversion rates.
Where Should Businesses Focus Their Optimization?
H2: Know Where Your Audience Lives
Not every platform will be worth your time. Brandon suggests:
- Identify where your audience hangs out: Is it Google? Instagram? Pinterest?
- Focus your energy on those platforms, not all platforms.
- Avoid spreading your resources too thin.
H3: Create Content Based on Intent
Brandon breaks down the content dilemma like this:
| Platform | Ideal Content Format |
|---|---|
| Website (SEO) | 400+ word pages, rich text |
| Social Media | Short, snappy, visual posts |
| Twitter/X | 280-character updates |
Why SEO Requires Text—Even if People Don’t Read It
Even in a visual, short-form era, Google still needs text to understand your website.
- Google can’t fully “read” images or video—text is still king.
- Add SEO-rich content to the bottom of pages to please both humans and bots.
- On social? Reuse that long-form content into short captions or tweets.
Boosting Conversions with A/B Testing
Getting traffic isn’t the end goal—conversions are.
Brandon recommends constant website testing:
- Change button labels from “Buy Now” to “Add to Cart.”
- Move the phone number higher up on the page.
- Adjust color, size, or font.
- Track performance before making permanent changes.
“There’s no perfect website. You always have to be testing.”
Funnels & Email: The Secrets to Long-Term Growth
H2: Email Isn’t Dead—It’s Gold
Brandon drops a bold claim: email is the most effective form of marketing.
- You own email addresses—unlike followers on social platforms.
- Offer a freebie: an ebook, a discount code, or a consultation to collect emails.
- Keep it simple: Fewer fields = more sign-ups.
“Just by asking for someone’s name, you lose conversions. Less is more.”
H3: Build Funnels, Not Just Pages
Create touchpoints to build trust and stay top-of-mind:
- Capture emails early.
- Use remarketing ads.
- Engage via social platforms.
- Provide real value—don’t just pitch.
SEO is Still All About Backlinks
H2: Backlinks Build Trust With Google
Backlinks are still one of the most important ranking signals.
Brandon explains how:
- Google trusts your site more when other reputable sites link to you.
- Focus on quality over quantity.
- Build links from relevant sites—a health blog backlink means more to a dentist than one from a sneaker brand.
H3: How Small Businesses Can Get Backlinks
- Use tools like Ahrefs, Moz, or Semrush to study competitors.
- Offer to write guest blogs, sponsor events, or create valuable content others will want to link to.
- Build real relationships with other site owners.
Paid Ads vs SEO: What’s More Effective?
Brandon’s take?
- Google Ads work—but they’re expensive.
- SEO is a long-term investment. Once ranked, you stay visible even if you pause efforts.
- Fake clicks are a risk, but Google has systems to counteract fraud.
How Long Does SEO Take?
H2: Depends on Your Site & Niche
- Brand new website? Expect 6+ months for results.
- Established site with some SEO? 1–3 months may be enough.
- Heavily competitive industry? It may take longer, but it’s worth it.
Amazon SEO & Influencer Marketing: Expanding the Toolbox
H3: Amazon Listings Need SEO Too
You can optimize for Amazon’s search algorithm like you do for Google.
- Add keywords in titles, bullet points, and descriptions.
- Treat your product page like a landing page.
H3: Influencers Still Matter—With a Caveat
- Social engagement is down, but influencer shoutouts still help brand awareness.
- Choose micro-influencers in your niche for better ROI.
Key Takeaways from Brandon
- Diversify traffic sources—don’t rely on one channel.
- Build your own platform—own your website and email list.
- Test, test, test—optimize everything from buttons to headlines.
- Focus on your audience—be where they are.
- Don’t ignore email—it converts better than anything else.
- Earn quality backlinks—they’re still crucial for ranking.
Related LSI + NLP Keywords for SEO:
- search engine optimization
- digital marketing
- organic traffic
- website conversions
- Google rankings
- backlink building
- content marketing
- keyword research
- SEO strategy
- Google algorithm
- on-page SEO
- traffic generation
- email list building
- CTA testing
- A/B split testing
- blog outreach
- long tail keywords
- ecommerce optimization
- influencer marketing
- social media strategy
