There’s no shortage of people who claim to “know SEO.” But when you look at the results, it becomes clear pretty quickly: some people are playing chess while others are still setting up the board.
So what sets the best apart? Why do their strategies actually work while others are stuck chasing trends or patching up traffic drops? It’s not luck. It’s not fancy hacks. It’s a different way of thinking, working, and prioritising.
They Start with Strategy, Not Tactics
Many SEOs jump straight into keywords, content calendars, or link outreach. But the ones who get real results don’t start there.
They step back and ask better questions:
What is the actual goal?
Who is this for?
What does success really look like?
Instead of ticking boxes, the best SEOs build a strategy around clear intent. That means aligning SEO with the wider goals of the business or brand. Traffic alone doesn’t mean much. What matters is qualified traffic that actually does something: buys, signs up, engages.
This kind of strategic thinking also stops them from chasing short-term wins. They focus on building long-term authority, which pays off again and again.
They Prioritise Topics Over Keywords
Everyone talks about “targeting the right keywords,” but the best SEOs don’t stop there. They build content around topics, not just search terms.
Search engines don’t reward keyword stuffing anymore. What they want is depth and relevance. The top people understand that when you go deep on a subject, you naturally rank for the core term and the dozens of related phrases that go with it.
They also think like users. What questions would someone ask before and after that keyword? What information helps them move from curious to confident?
This leads to stronger content, better rankings, and more useful pages.
They Build Sites Like Real Publishers
Technical SEO is essential, but the best don’t get caught up in obsessing over every speed score or minor tag.
They make sure the foundations are solid, yes. But they go beyond that by thinking like publishers, not technicians.
That means:
- Clean, intuitive site architecture
- Category pages that make sense to humans, not just crawlers
- Internal linking that feels natural and actually helps visitors explore more
- Evergreen content that gets refreshed, not buried
They focus on building a site that’s easy to understand and navigate. Search engines notice that. So do users.
They Earn Links, Not Just Build Them
Link building still matters, but there’s a clear difference between earning trust and begging for backlinks.
The best SEOs create linkable assets: pages people want to reference. They don’t just fire off cold emails asking for favours. They create something worth sharing, then use smart outreach to get it in front of the right people.
Here’s how they make it work:
- Original data or insights – Something no one else is showing
- Guides with real depth – Content that actually solves a problem, not just repeats the basics
- Useful tools or resources – Anything that provides ongoing value to a specific audience
This way, links come from relevance and authority, not volume or spam.
They Don’t Obsess Over Google’s Every Move
While everyone else panics every time there’s a new update, top SEOs stay calm. They don’t build strategies based on loopholes or trends. They build around principles that last.
Search engine guidelines shift often. But what hasn’t changed is the core idea: help users, answer questions, build authority.
The best SEOs keep an eye on updates, review what changes and what doesn’t, and stay flexible enough to adapt. But they don’t build entire strategies around chasing short-term signals. They know that solid content and clear value will always win in the end.
They Analyse Differently
The average SEO might check rankings or monthly traffic. But the best look deeper.
They’re asking:
Where is the right traffic coming from?
What content actually leads to conversions?
What’s the intent behind the terms that bring people in?
This data-driven mindset means they focus on what moves the needle, not just what looks good in a report. They also take the time to understand patterns: seasonal trends, content decay, shifting demand. This allows them to optimise smarter, not just faster.
They Understand the Power of Patience
Here’s the part most people don’t want to hear: SEO takes time. But that’s exactly why it works.
The best SEOs understand that sustainable growth isn’t instant. They’re okay with waiting a few months to see the payoff, because they’ve built a foundation that lasts.
They don’t get thrown off by slow starts. They don’t rip up strategies after two weeks. They stick to the plan, keep improving, and trust the process.
That kind of patience is rare, but it’s also why their results last years, not weeks.
What It All Comes Down To
There’s no secret formula that only the top SEOs know. What separates them is how they think, what they focus on, and how consistently they execute.
Here’s what they do differently:
- They lead with strategy – Every action ties back to a clear goal.
- They build for humans – Not just algorithms.
- They create value, not just content – Making something worth sharing.
- They analyse what matters – Looking beyond surface metrics.
- They stay patient and consistent – No shortcuts, no panic.
If You Want to Be One of Them…
Start thinking long-term. Focus on what actually helps your audience. And stop chasing every trend that promises quick wins.
The best SEOs didn’t get great by luck. They built trust, stayed focused, and made every move count.
You can do the same.