The Surface-Level GTM Trap<\/strong><\/h2>\n\n\n\nYears ago, a seed-stage startup building an AI-first conversational messaging tool (i.e. chatbot) approached us with a bold idea: compete directly with HubSpot, Intercom, and Drift by running a content-centric SEO strategy. They planned to target high-volume keywords and outrank these incumbents. <\/p>\n\n\n\n
Makes sense, as there is a halo effect on successful companies<\/a>, where outside observers and analysts tend to re-underwrite everything they do as brilliant because the outcome was successful. <\/p>\n\n\n\nBut here\u2019s why this was moronic, or more charitably, very naive and a heavenly waste of time and money for them: HubSpot started decades ago, has a mature product, a massive audience, and a well-oiled lifecycle marketing team, nurturing system, and sales team to extract value from the massive traffic and MQL volume they bring in. <\/p>\n\n\n\n
Even if this startup could rank, they lacked the sales infrastructure to convert traffic into revenue. <\/p>\n\n\n\n
In other words, they have none of the advantages (time, money, resources), yet still somehow think they can win by replicating the exact same SEO system. Doesn\u2019t make much sense, does it?<\/p>\n\n\n\n
We turned them down and advised them to focus on strategies where they actually had a competitive edge, like influencer partnerships or founder branding.<\/p>\n\n\n\n
The SEO Cargo Cult in Action<\/strong><\/h2>\n\n\n\nEven when SEO is the right channel, the cargo cult mindset persists. Teams often conduct content gap analyses, spot high-volume keywords their competitors rank for, and dive in headfirst without pausing to ask:<\/p>\n\n\n\n
\n- Are these efforts driving meaningful revenue for competitors?<\/li>\n\n\n\n
- Do we have the same competitive advantages to make this work?<\/li>\n<\/ul>\n\n\n\n
Anyone with an Ahrefs account can do this in under 30 minutes:<\/p>\n\n\n\n![\"\"](\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\")
<\/figure>\n\n\n\nAnd while this is still a valuable research input, it ignores several fundamental assumptions, the top one being that these organic competitors are doing things the right way in the first place. <\/p>\n\n\n\n
Here\u2019s the uncomfortable truth: many SEO programs are underperforming. Blindly emulating their strategies is like copying someone\u2019s homework without understanding the questions.<\/p>\n\n\n\n
From Copying to Innovating<\/strong><\/h2>\n\n\n\nAt the most granular level, cargo cult SEO manifests in the over-reliance on tools like Clearscope or Surfer to engineer ranking signals. These tools optimize for surface-level factors\u2014keyword density, headings, word count\u2014but they don\u2019t capture the deeper elements that make content valuable.<\/p>\n\n\n\n<\/figure>\n\n\n\nThis approach results in dull, copycat content that offers no unique insights or perspectives. It\u2019s not only a poor experience for readers but also provides no reason for Google to reward it.<\/p>\n\n\n\n<\/figure>\n\n\n\nImage Source<\/a><\/p>\n\n\n\nImagine my dismay at seeing a whole slew of content marketers and copywriters on LinkedIn suddenly advising others to stop using the em dash.<\/p>\n\n\n\n
Why? Because, apparently, generative AI uses the em dash quite a bit, and by using the em dash, you appear to be writing like AI. <\/p>\n\n\n\n
Just sit for like 25 seconds and think about that. <\/p>\n\n\n\n
Instead of, you know, focusing on creating awesome, valuable, entertaining, or useful content, we\u2019re taking the most minute surface level keyboard character and fixating on it as a solution, or at least some facsimile of quality. <\/p>\n\n\n\n
In other words, I emphatically agree with Erica<\/a> \u2013 and I\u2019ll use the em dash if I want to.<\/p>\n\n\n\n<\/figure>\n\n\n\nI\u2019ve seen similar takes that humans will need to start deliberately producing typos and errors to signal their humanness.<\/p>\n\n\n\n
Bruh. It\u2019s not the typos that make people want to read what you write. It\u2019s the fact that it\u2019s really good and useful writing (and I never needed a deliberate checklist to make sure I leave a few typos, it\u2019s just the nature of a caffeinated maniac like myself writing these with no editors reviewing them). <\/p>\n\n\n\n
As you can see, this cargo cult thinking presents itself at the absolute highest levels of resource allocation, team structure, and GTM strategy, but also at the most minute and tactical levels of implementation. <\/p>\n\n\n\n
It\u2019s the most extreme example of missing the forest for the trees and expending your valuable attention and resources on the things that truly do not matter. <\/p>\n\n\n\n
Why This No Longer Works<\/strong><\/h2>\n\n\n\nRealistically, SEOs could actually make this playbook work for them for much of the last decade. At least on paper. <\/p>\n\n\n\n
But as I\u2019ve written about in the past few newsletters, this is no longer the case. <\/p>\n\n\n\n
Many of these traffic wins were illusory in the first place \u2013 either devoid of relevancy to their core product or with no discernible moat. And AI is eating away the top-of-the-funnel, making mediocre SEO no longer tenable or defensible. <\/p>\n\n\n\n
It\u2019s a seismic shift in the way we look at organic growth, and marketing leaders need to fundamentally rewire the way their teams think about resource allocation, KPIs, and strategy. <\/p>\n\n\n\n
So what should you do instead?<\/p>\n\n\n\n
Building from First Principles<\/strong><\/h2>\n\n\n\nTo escape the cargo cult trap, start by asking the hard questions:<\/p>\n\n\n\n
\n- Who is your audience, and what are their biggest pain points?<\/li>\n\n\n\n
- How does your product uniquely address these challenges?<\/li>\n\n\n\n
- What value can your content add that no one else can provide?<\/li>\n<\/ul>\n\n\n\n
There is, of course, a place for best practices in SEO and in general<\/a>. One doesn\u2019t need to reinvent the wheel to know that lifting weights and eating 1g protein per pound of body weight, roughly, is a proximate cause of gaining muscle. <\/p>\n\n\n\nSo we still use these tools and we still learn from what others are doing. But it\u2019s always a layer on top of first principles thinking, leaning into distinct advantages, and the basis of a custom strategy. <\/p>\n\n\n\n
Use content optimization tools to cover the basics\u2014like matching search intent and including relevant FAQs. But beyond that, focus on creating content that\u2019s irreplicable (or hard to fake<\/a>): SME interviews, original research, and interactive elements that engage and inform. Quality isn\u2019t just about ranking or on-page SEO semantic saturation\u2014it\u2019s about delivering something readers genuinely value.<\/p>\n\n\n\nWhat\u2019s Easy to Copy is Visible and Probably Mostly Meaningless<\/strong><\/h2>\n\n\n\nWe\u2019ve seen competitors copy our messaging, even down to specific landing pages. Several have, post ZIRP era, shifted their messaging away from traditional content and SEO taglines like \u201cdriving traffic or rankings\u201d into more growth and outcomes focused messaging. Many It\u2019s mildly annoying, but mostly we chuckle. <\/p>\n\n\n\n
Without understanding the deeper systems and expertise behind our strategy, their efforts rarely succeed. <\/p>\n\n\n\n
Our founding team came from growth and analytics backgrounds, and we\u2019ve explicitly hired for those with similar mindsets. Even our internal KPIs and accountability systems map towards client north star metrics, and our team is skilled in not only technical and editorial SEO, but B2B attribution and strategy. It\u2019s hard to rebuild the fundamental DNA to match a new messaging framework. <\/p>\n\n\n\n
So we\u2019re never worried about this stuff. It’s like ascribing Amazon’s success to the fact that their “add to cart” button color is yellow. <\/p>\n\n\n\n
It\u2019s easy to copy what\u2019s visible, but it\u2019s the invisible systems\u2014buyer research, ICP alignment, strategic vision\u2014that drive real outcomes. <\/p>\n\n\n\n
Start with a purpose. Solve problems in a way only you can. Then, use SEO and channel optimization as an opportunity sizer and amplifier.<\/p>\n\n\n\n
<\/p>\n\n\n\n
Want more insights like this?\u00a0Subscribe to our\u00a0<\/a>Field\u00a0<\/a>Notes<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"During World War II, remote Melanesian islanders observed Allied forces…<\/p>\n","protected":false},"author":3,"featured_media":6661,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[184,25],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-5349","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-field-notes","8":"category-seo"},"yoast_head":"\n
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But here\u2019s why this was moronic, or more charitably, very naive and a heavenly waste of time and money for them: HubSpot started decades ago, has a mature product, a massive audience, and a well-oiled lifecycle marketing team, nurturing system, and sales team to extract value from the massive traffic and MQL volume they bring in. <\/p>\n\n\n\n
Even if this startup could rank, they lacked the sales infrastructure to convert traffic into revenue. <\/p>\n\n\n\n
In other words, they have none of the advantages (time, money, resources), yet still somehow think they can win by replicating the exact same SEO system. Doesn\u2019t make much sense, does it?<\/p>\n\n\n\n
We turned them down and advised them to focus on strategies where they actually had a competitive edge, like influencer partnerships or founder branding.<\/p>\n\n\n\n
The SEO Cargo Cult in Action<\/strong><\/h2>\n\n\n\nEven when SEO is the right channel, the cargo cult mindset persists. Teams often conduct content gap analyses, spot high-volume keywords their competitors rank for, and dive in headfirst without pausing to ask:<\/p>\n\n\n\n
\n- Are these efforts driving meaningful revenue for competitors?<\/li>\n\n\n\n
- Do we have the same competitive advantages to make this work?<\/li>\n<\/ul>\n\n\n\n
Anyone with an Ahrefs account can do this in under 30 minutes:<\/p>\n\n\n\n<\/figure>\n\n\n\nAnd while this is still a valuable research input, it ignores several fundamental assumptions, the top one being that these organic competitors are doing things the right way in the first place. <\/p>\n\n\n\n
Here\u2019s the uncomfortable truth: many SEO programs are underperforming. Blindly emulating their strategies is like copying someone\u2019s homework without understanding the questions.<\/p>\n\n\n\n
From Copying to Innovating<\/strong><\/h2>\n\n\n\nAt the most granular level, cargo cult SEO manifests in the over-reliance on tools like Clearscope or Surfer to engineer ranking signals. These tools optimize for surface-level factors\u2014keyword density, headings, word count\u2014but they don\u2019t capture the deeper elements that make content valuable.<\/p>\n\n\n\n<\/figure>\n\n\n\nThis approach results in dull, copycat content that offers no unique insights or perspectives. It\u2019s not only a poor experience for readers but also provides no reason for Google to reward it.<\/p>\n\n\n\n<\/figure>\n\n\n\nImage Source<\/a><\/p>\n\n\n\nImagine my dismay at seeing a whole slew of content marketers and copywriters on LinkedIn suddenly advising others to stop using the em dash.<\/p>\n\n\n\n
Why? Because, apparently, generative AI uses the em dash quite a bit, and by using the em dash, you appear to be writing like AI. <\/p>\n\n\n\n
Just sit for like 25 seconds and think about that. <\/p>\n\n\n\n
Instead of, you know, focusing on creating awesome, valuable, entertaining, or useful content, we\u2019re taking the most minute surface level keyboard character and fixating on it as a solution, or at least some facsimile of quality. <\/p>\n\n\n\n
In other words, I emphatically agree with Erica<\/a> \u2013 and I\u2019ll use the em dash if I want to.<\/p>\n\n\n\n<\/figure>\n\n\n\nI\u2019ve seen similar takes that humans will need to start deliberately producing typos and errors to signal their humanness.<\/p>\n\n\n\n
Bruh. It\u2019s not the typos that make people want to read what you write. It\u2019s the fact that it\u2019s really good and useful writing (and I never needed a deliberate checklist to make sure I leave a few typos, it\u2019s just the nature of a caffeinated maniac like myself writing these with no editors reviewing them). <\/p>\n\n\n\n
As you can see, this cargo cult thinking presents itself at the absolute highest levels of resource allocation, team structure, and GTM strategy, but also at the most minute and tactical levels of implementation. <\/p>\n\n\n\n
It\u2019s the most extreme example of missing the forest for the trees and expending your valuable attention and resources on the things that truly do not matter. <\/p>\n\n\n\n
Why This No Longer Works<\/strong><\/h2>\n\n\n\nRealistically, SEOs could actually make this playbook work for them for much of the last decade. At least on paper. <\/p>\n\n\n\n
But as I\u2019ve written about in the past few newsletters, this is no longer the case. <\/p>\n\n\n\n
Many of these traffic wins were illusory in the first place \u2013 either devoid of relevancy to their core product or with no discernible moat. And AI is eating away the top-of-the-funnel, making mediocre SEO no longer tenable or defensible. <\/p>\n\n\n\n
It\u2019s a seismic shift in the way we look at organic growth, and marketing leaders need to fundamentally rewire the way their teams think about resource allocation, KPIs, and strategy. <\/p>\n\n\n\n
So what should you do instead?<\/p>\n\n\n\n
Building from First Principles<\/strong><\/h2>\n\n\n\nTo escape the cargo cult trap, start by asking the hard questions:<\/p>\n\n\n\n
\n- Who is your audience, and what are their biggest pain points?<\/li>\n\n\n\n
- How does your product uniquely address these challenges?<\/li>\n\n\n\n
- What value can your content add that no one else can provide?<\/li>\n<\/ul>\n\n\n\n
There is, of course, a place for best practices in SEO and in general<\/a>. One doesn\u2019t need to reinvent the wheel to know that lifting weights and eating 1g protein per pound of body weight, roughly, is a proximate cause of gaining muscle. <\/p>\n\n\n\nSo we still use these tools and we still learn from what others are doing. But it\u2019s always a layer on top of first principles thinking, leaning into distinct advantages, and the basis of a custom strategy. <\/p>\n\n\n\n
Use content optimization tools to cover the basics\u2014like matching search intent and including relevant FAQs. But beyond that, focus on creating content that\u2019s irreplicable (or hard to fake<\/a>): SME interviews, original research, and interactive elements that engage and inform. Quality isn\u2019t just about ranking or on-page SEO semantic saturation\u2014it\u2019s about delivering something readers genuinely value.<\/p>\n\n\n\nWhat\u2019s Easy to Copy is Visible and Probably Mostly Meaningless<\/strong><\/h2>\n\n\n\nWe\u2019ve seen competitors copy our messaging, even down to specific landing pages. Several have, post ZIRP era, shifted their messaging away from traditional content and SEO taglines like \u201cdriving traffic or rankings\u201d into more growth and outcomes focused messaging. Many It\u2019s mildly annoying, but mostly we chuckle. <\/p>\n\n\n\n
Without understanding the deeper systems and expertise behind our strategy, their efforts rarely succeed. <\/p>\n\n\n\n
Our founding team came from growth and analytics backgrounds, and we\u2019ve explicitly hired for those with similar mindsets. Even our internal KPIs and accountability systems map towards client north star metrics, and our team is skilled in not only technical and editorial SEO, but B2B attribution and strategy. It\u2019s hard to rebuild the fundamental DNA to match a new messaging framework. <\/p>\n\n\n\n
So we\u2019re never worried about this stuff. It’s like ascribing Amazon’s success to the fact that their “add to cart” button color is yellow. <\/p>\n\n\n\n
It\u2019s easy to copy what\u2019s visible, but it\u2019s the invisible systems\u2014buyer research, ICP alignment, strategic vision\u2014that drive real outcomes. <\/p>\n\n\n\n
Start with a purpose. Solve problems in a way only you can. Then, use SEO and channel optimization as an opportunity sizer and amplifier.<\/p>\n\n\n\n
<\/p>\n\n\n\n
Want more insights like this?\u00a0Subscribe to our\u00a0<\/a>Field\u00a0<\/a>Notes<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"During World War II, remote Melanesian islanders observed Allied forces…<\/p>\n","protected":false},"author":3,"featured_media":6661,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[184,25],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-5349","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-field-notes","8":"category-seo"},"yoast_head":"\n
Cargo Cult SEO - Omniscient Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beomniscient.com\/blog\/cargo-cult-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cargo Cult SEO\" \/>\n<meta property=\"og:description\" content=\"During World War II, remote Melanesian islanders observed Allied forces receiving goods\u2014cargo\u2014from planes. 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Anyone with an Ahrefs account can do this in under 30 minutes:<\/p>\n\n\n\n And while this is still a valuable research input, it ignores several fundamental assumptions, the top one being that these organic competitors are doing things the right way in the first place. <\/p>\n\n\n\n Here\u2019s the uncomfortable truth: many SEO programs are underperforming. Blindly emulating their strategies is like copying someone\u2019s homework without understanding the questions.<\/p>\n\n\n\n At the most granular level, cargo cult SEO manifests in the over-reliance on tools like Clearscope or Surfer to engineer ranking signals. These tools optimize for surface-level factors\u2014keyword density, headings, word count\u2014but they don\u2019t capture the deeper elements that make content valuable.<\/p>\n\n\n\n This approach results in dull, copycat content that offers no unique insights or perspectives. It\u2019s not only a poor experience for readers but also provides no reason for Google to reward it.<\/p>\n\n\n\n Image Source<\/a><\/p>\n\n\n\n Imagine my dismay at seeing a whole slew of content marketers and copywriters on LinkedIn suddenly advising others to stop using the em dash.<\/p>\n\n\n\n Why? Because, apparently, generative AI uses the em dash quite a bit, and by using the em dash, you appear to be writing like AI. <\/p>\n\n\n\n Just sit for like 25 seconds and think about that. <\/p>\n\n\n\n Instead of, you know, focusing on creating awesome, valuable, entertaining, or useful content, we\u2019re taking the most minute surface level keyboard character and fixating on it as a solution, or at least some facsimile of quality. <\/p>\n\n\n\n In other words, I emphatically agree with Erica<\/a> \u2013 and I\u2019ll use the em dash if I want to.<\/p>\n\n\n\n I\u2019ve seen similar takes that humans will need to start deliberately producing typos and errors to signal their humanness.<\/p>\n\n\n\n Bruh. It\u2019s not the typos that make people want to read what you write. It\u2019s the fact that it\u2019s really good and useful writing (and I never needed a deliberate checklist to make sure I leave a few typos, it\u2019s just the nature of a caffeinated maniac like myself writing these with no editors reviewing them). <\/p>\n\n\n\n As you can see, this cargo cult thinking presents itself at the absolute highest levels of resource allocation, team structure, and GTM strategy, but also at the most minute and tactical levels of implementation. <\/p>\n\n\n\n It\u2019s the most extreme example of missing the forest for the trees and expending your valuable attention and resources on the things that truly do not matter. <\/p>\n\n\n\n Realistically, SEOs could actually make this playbook work for them for much of the last decade. At least on paper. <\/p>\n\n\n\n But as I\u2019ve written about in the past few newsletters, this is no longer the case. <\/p>\n\n\n\n Many of these traffic wins were illusory in the first place \u2013 either devoid of relevancy to their core product or with no discernible moat. And AI is eating away the top-of-the-funnel, making mediocre SEO no longer tenable or defensible. <\/p>\n\n\n\n It\u2019s a seismic shift in the way we look at organic growth, and marketing leaders need to fundamentally rewire the way their teams think about resource allocation, KPIs, and strategy. <\/p>\n\n\n\n So what should you do instead?<\/p>\n\n\n\n To escape the cargo cult trap, start by asking the hard questions:<\/p>\n\n\n\n There is, of course, a place for best practices in SEO and in general<\/a>. One doesn\u2019t need to reinvent the wheel to know that lifting weights and eating 1g protein per pound of body weight, roughly, is a proximate cause of gaining muscle. <\/p>\n\n\n\n So we still use these tools and we still learn from what others are doing. But it\u2019s always a layer on top of first principles thinking, leaning into distinct advantages, and the basis of a custom strategy. <\/p>\n\n\n\n Use content optimization tools to cover the basics\u2014like matching search intent and including relevant FAQs. But beyond that, focus on creating content that\u2019s irreplicable (or hard to fake<\/a>): SME interviews, original research, and interactive elements that engage and inform. Quality isn\u2019t just about ranking or on-page SEO semantic saturation\u2014it\u2019s about delivering something readers genuinely value.<\/p>\n\n\n\n We\u2019ve seen competitors copy our messaging, even down to specific landing pages. Several have, post ZIRP era, shifted their messaging away from traditional content and SEO taglines like \u201cdriving traffic or rankings\u201d into more growth and outcomes focused messaging. Many It\u2019s mildly annoying, but mostly we chuckle. <\/p>\n\n\n\n Without understanding the deeper systems and expertise behind our strategy, their efforts rarely succeed. <\/p>\n\n\n\n Our founding team came from growth and analytics backgrounds, and we\u2019ve explicitly hired for those with similar mindsets. Even our internal KPIs and accountability systems map towards client north star metrics, and our team is skilled in not only technical and editorial SEO, but B2B attribution and strategy. It\u2019s hard to rebuild the fundamental DNA to match a new messaging framework. <\/p>\n\n\n\n So we\u2019re never worried about this stuff. It’s like ascribing Amazon’s success to the fact that their “add to cart” button color is yellow. <\/p>\n\n\n\n It\u2019s easy to copy what\u2019s visible, but it\u2019s the invisible systems\u2014buyer research, ICP alignment, strategic vision\u2014that drive real outcomes. <\/p>\n\n\n\n Start with a purpose. Solve problems in a way only you can. Then, use SEO and channel optimization as an opportunity sizer and amplifier.<\/p>\n\n\n\n <\/p>\n\n\n\n Want more insights like this?\u00a0Subscribe to our\u00a0<\/a>Field\u00a0<\/a>Notes<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" During World War II, remote Melanesian islanders observed Allied forces…<\/p>\n","protected":false},"author":3,"featured_media":6661,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[184,25],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-5349","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-field-notes","8":"category-seo"},"yoast_head":"\n![\"\"](\"https:\/\/beomniscient.com\/wp-content\/uploads\/image-105-1024x554.png\")
<\/figure>\n\n\n\nFrom Copying to Innovating<\/strong><\/h2>\n\n\n\n
![\"\"](\"https:\/\/beomniscient.com\/wp-content\/uploads\/image-106-1024x514.png\")
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<\/figure>\n\n\n\n![\"\"](\"https:\/\/beomniscient.com\/wp-content\/uploads\/image-108.png\")
<\/figure>\n\n\n\nWhy This No Longer Works<\/strong><\/h2>\n\n\n\n
Building from First Principles<\/strong><\/h2>\n\n\n\n
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What\u2019s Easy to Copy is Visible and Probably Mostly Meaningless<\/strong><\/h2>\n\n\n\n