The stat that proves SEO is probably a waste of your time - and what to do instead

I came across a stat recently that made me stop in my tracks. Then, I had to go back and read it two more times to make sure it wasn’t just my blood sugar dipping, but nope, there it was, challenging all I’ve been working towards with so many clients for so many years.

Is SEO…dead?

Let me explain. Ahrefs just dropped a bombshell of a study, where they analysed 14 billion pages (yes, that’s billion with a B), and found that 10 million new pages pop up every single day. Crazy, right? 

But that’s not the shocking bit. This is - almost all of these pages are getting no traffic from Google. 

Zilch, nada, nothing, nil, or one giant goose egg.

And when I say ‘almost all’, I mean that less than 2% of pages get between 1 to 10 search visits per month. 

The numbers look like this:

• 96.55% of pages get 0 visits from Google per month

• 1.94% of pages get 1-10 visits from Google per month

• 1.08% of pages get 11-100 visits from Google per month

• 0.36% of pages get 101-1000 visits from Google per month

• 0.07% of pages get over 1001 visit from Google per month

Source: Ahrefs

Given how much time and money a lot of our clients spend on stacking their content with keywords (which, I’ll add, we do quite artfully at Stellar Content), that seems pretty deflating, don’t you think?

As someone who's built their career on creating content that performs, this was a hard pill to swallow. But after the initial shock wore off and I sorted my blood sugar levels with a choc chunk cookie, I realised something important: this isn't just a challenge, it's an opportunity.

The Google trap

Look, I get it. We've all been there, obsessing over Google rankings and tweaking our content to death trying to please the almighty, and ever-changing, algorithm. But here's the thing - putting all our eggs in the Google basket is a recipe for disappointment.

I've seen too many businesses fall into this trap. They create content without really understanding what their audience needs, scramble for backlinks like they're steps on a treasure map, and end up with a bunch of pages that don't actually match what their audience - the real life people they want to engage - are searching for.

Quality content: the real superstar

So what's the answer? If you read this blog regularly, you’ll know what I’m going to say - but I’m going to keep banging this drum, damn it! It all comes down to quality content. 

I'm not necessarily talking about perfectly polished prose (although that certainly doesn't hurt). I'm talking about content that actually helps people, that answers their questions and solves their problems.

Think about it - when was the last time you shared a mediocre article with your friends? (You should share this one though, don’t you think?)

But when you find something that really resonates, solves a problem, entertains, or says something fresh you haven’t already seen a thousand times before, you can't help but pass it along. That's the kind of content we should all be aiming for.

Building genuine connections

Here's where things get even more interesting. In all my years creating content for service-based organisations, I've noticed one thing that sets successful clients apart: they focus on building genuine connections with their audience.

It's not about broadcasting to the faceless crowd. It's about having real conversations, showing your personality, and building a community around your brand. This isn't just feel-good advice - it's a strategy that drives real results.

Moving beyond the Google bubble

So where do we go from here? First things first, we need to break out of the Google bubble. Yes, SEO is still important, and it can still form a part of your content strategy, but it should never be your only focus.

Here's what I've been advising my clients:

1. Diversify your traffic sources. Social media, email marketing, even good old-fashioned networking - it all counts.

2. Double down on content quality. One killer piece is worth a hundred mediocre ones.

3. Build relationships like your business depends on it (because it does). Engage with your audience, collaborate with others in your industry, be a real person behind your brand.

The bottom line

I’d love to find a way to sugarcoat this, but like I said before: helpful advice beats poetic prose every time. So here goes: 

Creating content that stands out in this avalanche of AI-generated content we’re currently enduring is tough. But it's not impossible. By focusing on quality and building real connections, we can cut through the noise and create something truly valuable.

This Ahrefs study was a wake-up call for me, and I hope it is for you too. It's time to stop chasing algorithms and start focusing on what really matters - creating content that makes a difference in people's lives.

Don’t give up on your content, just think more about your audience, and how to use your content as a conversation. 

Want help creating content your audience will love? Get in touch by emailing admin@stellarcontent.com.au or click the button to book a chat with me.