Breaking the spell: why SEO feels broken

This is a story about why your SEO needs more soul – and how brand-led storytelling can turn rankings into real relationships.

Once upon a time… 

Glass slippers. Royal ball. Evil stepsisters. Pumpkin carriage. Lost shoe. Prince Charming. Magic wand. Transformation. Rags to riches. Midnight deadline. Happily ever after. 

Cinderella’s story has it all: high-volume search, engagement optimisation, fairy tale narrative, user intent, and brand relevance. 

However… it doesn’t exactly pull you in, does it? 

This is the outcome when authentic storytelling is sacrificed at the altar of keyword density. It’s SEO written for robots, not readers – technically relevant, but emotionally vacant. There’s no plot. No pacing. No soul. Just a list of keywords desperately trying to rank. 

And yet, this is how many brands still approach their digital presence: welcome to the land of cynical SEO.  The difference? One tries to game the system; the other builds trust through story, substance, and strategy.

What is cynical SEO? 

Cynical SEO is the practice of creating content designed purely to manipulate search engines. Simply put, this means stuffing your copy full of SEO keywords in the hopes that your brand will rank highly.  

The result?  

Vague, often unreadable material which leads to low engagement, poor brand alignment, and penalties from constantly evolving search algorithms.  

This approach targets anything and everything but ultimately speaks to no one.  

Brand SEO: where story meets strategy 

Your SEO strategy shouldn’t be cynical. Instead, consider ‘brand SEO’ as the answer to the clunky, inauthentic, and ineffective defaults of keyword-first content. 

Rather than trying to ‘trick’ the system, brand SEO works in tandem with search engines through high-quality storytelling and expertise. This means that for you and your brand, you’re not only showing up to those who need you, but you have something meaningful to say. 

Brand SEO can help you define your space, communicate it and own it. By embracing story-backed brand SEO, you enhance brand visibility and position yourself as the answer. Not to every question, but to the ones that truly matter to your audience and your narrative. 

How brand SEO works 

1. Begin With Audience Intent
   • Define personas and what drives their search behaviour
   • Focus on solving challenges rather than capturing keywords
2. Create Story-Backed Content
   • Share expertise, not just information
   • Produce articles, guides, and resources that build trust and position your brand as a credible source 
3. Get the Technical SEO Right
   • Fast load times, mobile-first design, and structured content are foundational for site performance
   • Meta descriptions, headings, and internal links all enhance user experience and performance 
4. Build Ethically
   • Earn backlinks by contributing valuable ideas in relevant spaces
   • Use testimonials, certifications, and partnerships to strengthen authority 

Brand SEO: your fairy godmother

Tailored SEO services can help B2B brands:

• Define and execute a SEO branding strategy that supports long-term growth
• Create high-impact content that ranks and resonates
• Strengthen brand trust through consistent and authoritative storytelling 
• Measure success through relevant KPIs such as engagement, visibility, and lead generation 

In the modern-day landscape of limitless content, cynical SEO shouts. Brand SEO enlightens. 

If you want to secure the visibility of your brand, it’s time to implement a strategy that works for machines and humans. 

Let us help you make sure your story not only shows up – but stands out.