Google recently shared surprising advice at the Web Creator Summit, suggesting that businesses shouldn’t need to pay for SEO audits to perform well on searches. 

While Google hopes to make things simpler, the SEO community has voiced concerns that this advice might be unrealistic for most site owners.

Here’s what Google’s message means, why it’s causing a stir, and how strategies like link building are still crucial for achieving visibility online.

Google’s Latest Comments on SEO: Should Businesses Be Worried?

Much of this debate was triggered by Rutledge Daugette’s write-up from last week’s Google Web Creator Summit. 

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His article quickly gained attention when he quoted Google’s Danny Sullivan as saying, “We don’t want you paying money for SEO audits to try and recover.”

According to Sullivan, Google aims to provide enough guidance that site owners wouldn’t need outside SEO audits—except in cases like complex site migrations.

This comment quickly set off discussions in the SEO industry, especially among companies and site owners who rely on SEO pros to navigate search engine requirements. 

So, does Google’s comment mean companies should move away from professional SEO advice? Not quite.

What the SEO Community is Saying

It didn’t take long for the SEO community to chime in. The reaction was swift, with industry pros taking to Twitter to voice their concerns. Here’s a sampling of the responses that poured in:

Can someone tell Google that SEO is not just to help websites rank on Google but also many other things? Sometimes we even think of ways to help clients survive post-Google’s supremacy.

— Dileep Thekkethil (@dileepp89) November 1, 2024

I need to get off twitter for the day before I explode. pic.twitter.com/SzALhs1mdE

— Lily Ray 😏 (@lilyraynyc) October 31, 2024

i get that they’re playing to the audience a bit and that not everyone needs or can afford an in-depth audit. But for them to imply that publishers should actively avoid paying SEOs to evaluate a site unless it’s a migration is laaaaaame.

— Blair MacGregor (@blairmacgregor) October 31, 2024

If they seriously think their guidance is so easy for the average site owner to follow without professional help from experienced practitioners, they are absolutely deluding themselves. They should know better.

— Lily Ray 😏 (@lilyraynyc) October 31, 2024

A bit more context here would be valuable @searchliaison especially for SEO working with your guidelines eg if your content experience is rubbish any SEO audit will just tell you… exactly that and all that other SEO stuff is irrelevant.

SEO audits aren’t the problem. https://t.co/eSCYYM3RuY

— Shaun Anderson (@Hobo_Web) November 1, 2024

These tweets highlight the fact that while Google aims for a self-service model, many SEO experts believe that true success still requires professional insight, especially for competitive or complex sites.

What Google’s Message Really Means

Google’s stance on SEO has always been nuanced. They acknowledge the value of SEO practices but want search success to rely more on the quality of content than on routine optimization tricks. 

Google often emphasizes that websites offering the best user experience should rise to the top—no advanced SEO “magic” is needed.

But in reality, it’s rarely that simple. Most businesses, especially in competitive industries, face an uphill battle to get their pages noticed, regardless of content quality. 

Google’s ideal may be a level playing field, but SEO remains a crucial way for businesses to stand out, especially when strategies like link-building add credibility and authority to a site.

Danny Sullivan and Google’s SEO resources frequently clarify that SEO isn’t “spam” and that it serves an essential function.

Google even employs its own SEO team! So, the message isn’t that you don’t need SEO at all, but rather that Google aims to simplify things so basic guidance suffices for smaller or less competitive sites.

Why Google’s Comment is Especially Relevant Now

Google’s remarks reflect its ongoing efforts to improve user-first search experiences, largely driven by AI and sophisticated algorithms. 

By continuing to improve its ranking models, Google hopes content with genuine value will shine on its own without extra help. But there’s still a long way to go, and right now, most businesses need some level of SEO to be found.

Google’s vision—a search engine that doesn’t rely as much on SEO optimization—may be idealistic, but for now, businesses need to balance Google’s guidance with real-world strategies. 

Until search engines can fully recognize a site’s authority, factors like link-building remain critical to establishing credibility and improving visibility.

Impact on the SEO Industry

While Google’s comment might sound like a shift, it’s not a call to ditch SEO professionals. In fact, Google’s advice may even highlight the value of focusing on strategic SEO practices—like building organic backlinks—over exhaustive audit routines. 

For business owners, this means that a streamlined, high-impact SEO approach that emphasizes content and connections is likely to remain beneficial, especially in competitive sectors.

As Google continues to refine its algorithms, the role of SEO pros will evolve. Rather than constantly “fixing” sites through audits, many SEOs will likely focus on guiding businesses in effective long-term strategies, where high-quality link-building remains essential.

What This Means for Site Owners

Here’s what businesses should do to adapt:

Assess Your Strategy: If your site is straightforward, Google’s advice may be enough. But in competitive niches, consider link building to set your content apart.

Prioritize Quality Content: High-quality content is always a must. Google rewards pages that meet real user needs, so make sure your content is engaging and informative.

Invest in Link Building: High-quality backlinks are more than an SEO “tactic”; they’re proof of authority. Building these connections strengthens your brand and ranking.

Stay Updated: Google’s updates can change SEO best practices rapidly. By staying current, you’ll know when to adapt your strategy to keep ahead of the curve.

Think Long-term: SEO success is rarely immediate, so consider the long-term value of organic link-building and targeted content strategies.

Key Takeaways

• Google wants to make its SEO guidance clear, but it’s not discouraging all SEO services.
• Link building continues to play a significant role in SEO, providing proof of authority and relevance.
• High-quality content is critical, but competition often requires SEO support to stand out.
• Google’s advice suggests a streamlined approach with a focus on building genuine authority.
• For sustainable growth, businesses should mix quality content with SEO fundamentals like link building.