Good SEO vs Great SEO
                     Good SEO vs Great SEO: Experts 
Share 6 Key Differences
Good SEO begets good results – but in competitive SERPs, you need to go further. 
See how experts define great SEO.
For years, I‘ve wanted to learn about SEO but it seemed so daunting and 
mysterious.
Fast forward to today and I find myself here in the editorial team at SEJ, getting 
an early glimpse at column after column of great SEO insight and advice.
Lucky me, right? (I think so!)
I get to do what I love in editorial and it’s a huge plus to interact with and learn 
from the work of such amazing people in action.
You see, I’m a firm believer in context and that having an overview helps with 
learning. That’s why I took this opportunity to ask SEO pros about their 
perspectives on what differentiates good SEO from great SEO.
From what I gathered, it’s in these areas where good SEO and great SEO really 
stand apart.
1. SEO Tactics & Strategic Areas of Focus
 For some SEO experts, the difference between good SEO and great SEO is where effort 
and work are focused.
 Put simply, for Adam Proehl, Partner & Co-Founder at Nordic Click Interactive, good 
SEO means “checking all the boxes.”
Following Checklists, Best Practices & 
Proven Strategies For Good SEO
 SEO professionals know the value of using proven tactics and strategies – specifics that 
Tony Wright, CEO at WrightIMC, reminds us include “On-page SEO done correctly, a 
content strategy, and a way to find links.”
 These lead to “increased visibility, traffic, and conversions,” shares Winston Burton, 
SVP, SEO at Acronym.
 Helen Pollitt also adds that good SEO is “…making sure an entity can be found through 
search at the right time, by the right audience.”
 As for Ryan Jones, SEO Group Director at Razorfish, “Good SEO uses tactics that 
currently work to rank.”
 And like him, Motoko Hunt, President, International Search Marketing at AJPR, touches 
on this, as well. She says that good SEO is “…improving ranking and results by following 
best practices.”
 Natalie Hoban, Digital Marketing Specialist at Forthea Interactive, further explains 
good SEO as “Doing the standard. It’s doing technical audits, keyword research, 
content optimization, page speed improvement recommendations to ultimately 
improve a client’s visibility and get them more business.”
Which Tactics & Areas of Focus Make 
for Great SEO?
 In contrast, great SEO goes beyond the basics.
 Hunt says this: “Great SEO pros take actions based on the 
understanding of how the search engine bots and websites work, and 
not because those are the best practices. They can identify the cause 
and the effective solutions outside the checklist.”
 Wright also shares that the focus of great SEO is “…creating linkable 
content and getting high-quality sites to link to that content while 
also providing stellar technical on-page solutions.”
 Manic Bhan, Founder and CTO at Link Graph, says, “What separates 
greatness here is nailing all four areas: authority, content, page 
experience, and keyword/industry-specific ranking factors. 
Specifically, it’s addressing the key deficiencies that are holding a 
website back.”
 “Great SEO delivers qualified traffic that converts potential customers 
into buyers and meets or exceeds organic key performance 
indicators, in addition to continuing to drive business value/ROI 
month over month and year over year,” Burton adds.
2. Taking Google & Algorithm Updates 
Into Consideration
 We would be remiss not to mention how algorithm updates and constant changes in 
the industry affect what is good and great SEO.
 Viola Eva, SEO Consultant and Founder at Flow SEO, shares that, “A good SEO caters to 
the algorithm and finds the right keywords and links, thus increasing organic traffic.”
What Makes for Great SEO Here?
 To better explain the contrast, Jones shares: “Good SEO may get hit 
by core updates and algorithm changes but great SEO will only get 
better with each one because it was chasing what Google was trying 
to reward, not the actual algorithm inputs.”
 Weinstein explains that great SEO is “…paying attention to the 
evolution of search, including changes in searcher’s behavior and 
algorithm updates, then adjusting (and implementing) strategies and 
tactics that align.”
 “Good SEO solves mechanical problems that arise after every 
algorithm change, while great SEO is a cross-department mission to 
create great experiences that inspire trust and earn long-term 
revenue,” says Navah Hopkins.
3. Becoming Holistic Problem-
Solvers
 Hopkins also points out that, “Far too often, SEO (or any digital 
marketing discipline) gets stuck in the function and it’s easy to forget 
that we need to be business problem solvers – not just techies.”
 “Good SEO addresses existing site and content issues,” says Rachel 
Vander nick, Founder & Lead Consultant at The Vander Group.
 It also “…focuses on doing a few things well,” adds Maddy Osman, 
SEO Content Strategist at The Blog smith.
What Is Great SEO, In Terms of Problem 
Solving?
 Proehl points out that great SEO “inspires a shift in the mindset of an organization.”
 “It involves considering every aspect holistically… having complete oversight on every 
interrelated aspect of content, backlinks, technical SEO, and performance and requires 
measuring and analyzing results to adapt strategy accordingly,” Osman shares.
 Hoban adds that “Great SEO goes out of the technical nitty-gritty, in an effort to 
fundamentally understand a business as a whole from top to bottom and their holistic 
marketing strategy. It’s the drive to truly understand how search engine optimization 
can fit into the big picture for a brand, and how it can also work with other channels.“
 Lily Ray, Sr. Director of SEO & Head of Organic Research at Amusive Digital, also points 
out that, “Great SEO involves identifying and understanding all the available 
opportunities to improve a site and being able to strategically prioritize those tasks, 
plus assisting with the implementation and execution of them.”
 Great SEO is demonstrated by “…those that over-deliver and also future proof the 
campaign to ensure the work being done stands up to the test of time. That means the 
strategy and efforts should always provide a positive benefit now and in the future,” 
says David Harry, Lead SEO Consultant at Verve Developments.
4. Staying On Point With Reporting & 
Utilizing Tools
 SEO experts know the value of knowing and utilizing tools to analyze data. They also 
know how important it is to communicate and report what matters.
 Ray shares that, “Good SEO involves using widely available SEO tools to surface 
opportunities and insights without much prioritization or specific advice about what to 
optimize and how.”
 Jamie Indigo, Technical SEO Consultant at Not a Robot, also adds that “Good SEO is 
knowing how to read reports and use diagnostic tools.”
What Sets Good SEO and Great SEO Apart
 Indigo goes on to share that “Great SEO is knowing which reports reading, how the 
underlying themes interconnect observable changes, and which tools to use. The 
difference is that great SEO can interpret the observable output as it relates to changes 
in the (typically unobservable) internal systems.”
 Brock Murray, Co-Founder at seoplus+, notes the difference between good SEO and 
great SEO boils down to this statement: “Impact: Be sure to move the needle for your 
clients and this is what separates the best from the rest.”
 Greg Jerboa, President and co-founder at SEO-PR, adds “The differ between good SEO 
and great SEO is how you measure success.”
5. Putting the User First
 Another great point that these experts stress is that good SEO vs great SEO means 
understanding what matters most and making that your priority overall – and that is 
the user.
 Jones shares that, “Good SEO is SEO that works for Google. Great SEO works for 
Google and users; it understands what users are trying to accomplish and then builds 
something that helps them accomplish it, using good SEO best practices.”
 Tom McLoughlin, Director at SEO Travel, also points out that good SEO means thinking 
about humans. “Start with data, collect all the information you can and do thorough 
research, but then switch back to thinking about real people. SEO is just another form 
of marketing, so if you always keep this perspective in mind then you can elevate the 
quality of your SEO work to the next level,” he says.
What Makes It Great SEO?
 For Adam Reimer, President at Adam Riemer Marketing, “Great SEO is about providing 
an amazing user experience, understanding your audience, and catering to their 
needs.”
 Osman shares that, “Great SEO always considers the final human end-user over search 
engine robots (finding a way to bridge the gap).”
 Eva also adds that, “A great SEO pro integrates the brand narrative, the needs and 
aspirations of the audience, and Google’s preferences. They not only drive organic 
traffic but demand, MQLs, and revenue. They collaborate with other functions (mainly 
marketing and sales) to turn the vision of a company into reality.”
6. Learning, Training & Valuing Your 
Team
 Good SEO professionals are able to identify their strengths and work in collaboration 
with others to accomplish objectives.
 Hopkins touches on how working towards a common goal and working as a team 
makes for good SEO. She shares, “By building solutions with that long-term mission in 
mind, as well as collaboration opportunities with other departments, the short-term 
fires will get solved in the process.”
What Differentiates the Good From the 
Great
 Great SEO, on the other hand, happens when experts who excel at their respective 
areas collaborate towards a common goal.
 Pollitt says that great SEO supports other marketing efforts “to contribute towards the 
success of a business and how SEO needs to work alongside these teams to make sure 
the business, as a whole, benefits, and not just the channel.”
 Jason Hennessey, Owner at Jason Hennessey Consulting, touches on another aspect of 
great SEO.
 “The difference between good SEO and great SEO comes down to education,” he says. 
“Take the time to educate and inform the client as to why they are making the 
suggested changes to help the client to value and appreciate the SEO work being 
done.”
 Jeff Ferguson, Partner at Amplitude Digital, also makes a great point that “Great SEO 
puts (marketing, website design, and public relations) back in the hands of the experts, 
armed with the knowledge that those roles now play an essential role in modern 
marketing strategy for a world where search engines are a critical touchpoint in the 
consumer journey.”
Key Takeaways
 From the shared views of these SEO pros, it’s evident that knowing and being updated 
on best practices, tactics, and strategies to utilize for SEO is essential.
 There’s also a need to stay updated on SEO tools and use them well.
 These will help with analysis and reporting of data findings to other relevant teams 
and roles, as well as decision-makers and assessing both wins and challenge areas to 
focus on.
 SEO professionals need to hone their problem-solving skills and be able to roll with the 
punches.
 They must be prepared to address problems that need both immediate and regular 
attention, as well as anticipate issues and challenges that can arise in the future, 
regardless of algorithm changes and updates that may come.
 This exercise – learning what pros think about the difference between good SEO and 
great SEO – helps give a better understanding of SEO and its purpose – both from a 
business perspective but, more importantly, for users that benefit from the end results 
of all the efforts of SEO experts and teams.