Let’s get this out of the way:
SEO is not dead.
But if you’re a startup or scaleup evaluating whether SEO is still worth the investment in 2025… you’re asking a very valid question.
I say this as someone who’s spent 16+ years deeply embedded in the SEO world—someone who’s helped scale companies to $1B+ valuations using SEO-first content strategies. And yet, even I’ll admit: the SEO landscape we’re working in now is more brutal, competitive, and unpredictable than ever before.
So what’s changed? And more importantly—what should you do about it?
The SEO Reality Check in 2025
The data tells a story that’s hard to ignore:
- 60% of Google searches now end without a click. Users are getting answers directly in the SERP.
- Position 1 gets only 27% of clicks, and Position 2? A sharp drop to ~8%.
- Google’s above-the-fold real estate is pay-to-play. Paid ads dominate screen space.
- AI Overviews (formerly known as SGE) are cannibalizing top-of-funnel queries.
- Google has pushed out 36 major algorithm updates in just five years.
- SEO spend has nearly doubled—from $47B in 2020 to nearly $80B in 2023.
- Meanwhile, the SERPs are cluttered with low-quality, AI-generated content that makes visibility even harder to earn.
- And yet, 19% of SEO professionals say their budgets are too low to actually be effective.
All of this means: the “organic traffic engine” you were promised might not deliver the exponential growth it once did.
The Climb Is Getting Steeper (and More Expensive)
Even the best SEOs are feeling it. What used to take months now takes quarters. What used to cost thousands now costs tens of thousands. And even when you earn those hard-fought rankings, the ROI isn’t always what it used to be.
Why?
- Competition is higher than ever.
- Google’s SERP layout favors ads, not content.
- Click-through rates are down across the board.
- AI tools are pulling users away from websites entirely.
Let’s call it what it is:
SEO has become a high-effort, high-risk, long-term play.
That doesn’t mean it’s not worth doing—it means it shouldn’t be your only strategy.
Stop Creating Content Just for Google
The biggest mistake I see marketing teams make in 2025?
Creating content solely to rank in Google.
When organic traffic is your only goal, you’re playing on borrowed ground. You don’t own Google’s algorithm. You don’t control SERP layouts. And you certainly can’t stop Google from putting its own products (and AI responses) above your content.
If you’re a startup, you don’t have time or resources to waste. You need faster feedback loops, stronger engagement signals, and more durable content strategies.
Diversify or Die (Dramatic… But Kind of True)
The solution? Diversify your growth channels. SEO should be part of the strategy, not the whole strategy.
Here’s where to reinvest some of that content budget:
📱 Social Media
Start building an audience where people are already scrolling. LinkedIn, Instagram, TikTok, and X (Twitter) offer organic reach—and immediate feedback—at a speed SEO can’t match.
🎥 YouTube
YouTube is the second-largest search engine—and video is only growing in demand. Create useful, entertaining videos that educate your target market. Bonus: Google often surfaces YouTube content directly in search results.
✉️ Email
The most underrated retention channel. Use email to build relationships, deliver valuable content, and drive conversions over time. It’s not sexy, but it works—and you own the channel.
💬 Communities
Reddit, Slack groups, Discord, industry forums—these are places where trust and authority are built. Participating here brings visibility and authentic brand affinity.
SEO Is Still Worth It—If You Play the Long Game
To be clear, SEO still has value. It still builds trust. It still compounds. It still converts—especially in the mid and bottom of the funnel.
But if you’re expecting it to deliver explosive growth, fast ROI, and predictable performance without diversifying… you’re setting yourself up for disappointment.
Final Thoughts: It’s Time to Evolve
The SEO playbook has changed. If you’re still playing by 2015 rules in 2025, you’re going to lose. Instead, build a well-rounded marketing engine that doesn’t rely on Google alone.
Be where your audience is. Build content that earns attention, not just rankings. And invest in channels that give you faster feedback and longer shelf life.
Need help rethinking your organic strategy?
At Stratus Analytics, we help companies blend SEO with paid media, social, email, and more—so you’re never putting all your traffic in one basket.
Scott Sweeney is the principal consultant behind Stratus Analytics. Scott has a nearly 20 year career in digital marketing, and specializes in PPC marketing.