A Candid Take from the Trenches
You won’t catch many SEO or digital marketing pros admitting this, but I’m going to say it anyway: Search Engine Optimization is not always the magic bullet you need to fire first.
Yes, SEO is powerful—crucial, even—for any website aiming to thrive online. But before you dive headfirst into keyword strategies and backlink campaigns, there’s a case to be made for hitting pause, backing up, and digging into some bedrock business questions that too many overlook.
Digital marketing is seductive. The promise of skyrocketing Google rankings and floods of organic traffic can make anyone antsy to get started. But here’s the rub: no amount of SEO wizardry will save a business that hasn’t nailed down its fundamentals.
I’m talking about two deceptively simple questions that should be the cornerstone of any venture—online or off. Without clear answers to these, your marketing efforts, no matter how slick, are like throwing darts in the dark.
1. Who Are We, Really?
This isn’t just a philosophical musing—it’s a make-or-break business exercise. “Who are we?” sounds basic, but the answer needs depth, clarity, and guts. Let’s say you run a clothing store. If someone asks who you are, do you shrug and say, “We sell clothes”? That’s not going to cut it.
A better answer might be: “We’re the go-to spot for eco-conscious women who want stylish, sustainable threads without breaking the bank.” See the difference? It’s specific, it paints a picture, and it tells your audience exactly what you’re about in a single breath.
This isn’t just for your customers—it’s for you, too. When a business can’t articulate its identity, it’s a red flag. I’ve seen it time and again: companies reach out for SEO help, but when pressed on who they are, they stumble. Maybe they’ve never sat down to define it, or they’re too busy chasing every opportunity to pin it down.
Knowing who you are also means knowing who you aren’t. Are you a luxury brand or a budget-friendly disruptor? A niche player or a broad-market contender? If you’re trying to be everything to everyone, you’re diluting your own signal.
Why does this matter for SEO?
Because without a clear identity, your marketing team—whether in-house or outsourced—has no north star. They’re left guessing about tone, audience, and priorities. A solid answer to “Who are we?” sharpens every keyword choice, every blog post, every ad. It’s the foundation that keeps your strategy from crumbling.
2. What’s Our Message—and Does It Hit Home?
Once you’ve locked in who you are, the next piece falls into place:
What’s your message? This isn’t just a tagline or a mission statement—it’s the heartbeat of how you connect with your people.
Your message is what you’re shouting (or whispering) to your target market, and it better resonate.
Let’s stick with that clothing store example. If you’re all about sustainable women’s fashion at fair prices, your message might be: “Look good, feel great, and save the planet—one outfit at a time.” It’s punchy, it aligns with your identity, and it speaks directly to eco-minded shoppers who care about value.
A great message does three things: it grabs attention, it stirs emotion, and it nudges action. Miss any of those, and you’re just making noise.
Too many businesses slap together a vague pitch—“Quality products, great service!”—and call it a day. That’s not a message; it’s a snooze.
Your message should feel like a conversation with your ideal customer, not a generic billboard. And here’s the kicker: it has to match who you’ve decided you are. If your identity is fuzzy, your message will be too, and your audience won’t know why they should care.
Why This Matters More Than Ever
In 2025, the online landscape is noisier than ever. Algorithms are smarter, competition is fiercer, and consumers are savvier. SEO can get you seen, but it’s your identity and message that make people stick around.
Small businesses, especially, can fall into the trap of chasing quick wins—spamming links, buying cheap ads, or hopping on every trending hashtag—without a clear sense of purpose. That’s a recipe for wasted time and money.
Think of it like building a house. SEO is the paint, the fixtures, the curb appeal. But “Who are we?” and “What’s our message?”—those are the foundation and framing. Skip them, and your shiny new rankings won’t hold up. I’ve worked with clients who doubled their traffic after an SEO overhaul, only to see conversions flatline because they didn’t know how to speak to the people showing up.
Before You Call the SEO Cavalry
So, here’s my unsolicited advice: before you drop a dime on SEO or any marketing push, carve out time to wrestle with these questions. Get your team in a room, hash it out, and don’t stop until you’ve got answers you’d proudly slap on a billboard. Who are you, down to your core? What’s the one thing you want your customers to feel and do when they encounter you? Write it down, refine it, live it.
When you’ve got that clarity, SEO becomes a turbocharger, not a crutch. Your keywords will align with your identity, your content will echo your message, and your audience will find you because you’re speaking their language. It’s not sexy, it’s not instant, but it’s the difference between a business that survives and one that thrives.
