For decades, the SEO industry has been divided into two camps: black hat practitioners and white hat practitioners. These opposing forces have clashed countless times across digital forums and social media. However, a new type of SEO has now emerged—one that masters the art of capturing attention and self-promotion. Enter the era of “like-based SEO.”
Unlike traditional SEO that optimizes for search engines or users, like-based SEO optimizes for likes and social currency rather than tangible business outcomes. This shift has become one of the industry’s most pressing issues.
The Illusion of Social Media Success
This “like-based” trend is most visible on LinkedIn, which has turned into a digital marketplace flooded with free marketing claims. Every day, self-proclaimed SEO experts post about “revolutionary” frameworks, “guaranteed” strategies, and “proven” methods allegedly capable of generating astronomical revenue, backlinks, or rankings—all attainable through a modest number of likes and comments.
The formula is straightforward: create engaging posts, promise exclusive insights, and encourage social interaction. These “hat-like” practitioners have perfected the art of gaining peer recognition and social followings, which they then monetize through courses, consulting, or products.
What is most alarming is the stark contrast between their claims and the lack of evidence. Across social media, these practitioners showcase impressive metrics and revolutionary results, but a deeper investigation reveals a shortage of verifiable case studies, transparent metrics, or reliable proof that their methods work.
Worryingly, no one seems to care that evidence of actual results is missing—after all, these insights are free.
Unveiling the Business Model Behind Like-Based SEO
When encountering these so-called “free” knowledge giveaways, a natural question arises: If these SEO practitioners are genuinely successful, why share their “secrets” freely, especially when there is no proof that these secrets have ever worked, even for themselves?
The answer lies in understanding the true business model behind like-based SEO. The currency here is not results—it’s attention.
The model operates simply: social media platforms such as X, TikTok, LinkedIn, and YouTube promise rapid success. Not just moderate success, but extraordinary success—astonishing SEO outcomes easily achieved. This creates an illusion of expertise that serves as a sales funnel for AI content generation tools, SEO services, link-building packages, courses, and books.
It is understandable—everyone needs to make a living, and no one is forcing customers to buy. In fact, this can be seen as effective marketing. However, many of these posts rely on retrospective claims without ever presenting actual client revenue or ranking achievements. If you truly earned millions for clients, why not mention it?
In this attention economy, results and client success often go unmentioned, creating a mismatch between image and reality.
The Core of Like-Based SEO Thinking
This mindset skips over the hard work, learning, and day-to-day grind of SEO. Why bother mastering your craft or spending years in agencies or in-house SEO roles when you can start with bold claims and flashy promises?
We live in an age of SEO hype—starting at the end and presenting an effortless, dazzling final result.
The Reality of SEO Work
I have run an agency, worked for multiple seven-figure agencies, and led large SEO teams. I have built teams and worked with some of the biggest brands. Rarely does a single blog post generate millions in revenue. There are no shortcuts. Every client and industry is unique. The most successful clients have large PR teams, budgets, writers, and social media marketers. Sometimes multiple agencies manage different site categories.
Success is never simple, nor is it easy.
How to Distinguish True SEO Experts from Like-Based Practitioners
The rise of fabricated case studies and manipulated charts highlights how far the industry has strayed from its purpose. So how can one tell the difference?
Look for verifiable results: real experts document concrete, measurable case studies. Their methods remain consistent rather than chasing every new trend. They focus on client success, not just tools and strategies. Their operations and claims can be independently verified. Success is measured by revenue and growth, not likes and shares.
More importantly, successful SEO professionals maintain a transparent digital footprint—from company financials to client results and speaking engagements. They openly share their work with realistic context and understand that SEO is not the only marketing channel nor often the sole source of success.
While this honest approach may reduce likes and reach, it reflects reality.
The Path Forward in SEO
The proliferation of AI-generated posts and tools that enable copying popular content exacerbates the problem. Yet, I believe the situation will correct itself over time.
The content landscape will evolve into layers: short-form content to attract attention, and long-form content to build credibility. Short-form will persist, akin to market vendors shouting to catch passersby’s eyes, but true seekers of knowledge will gravitate toward those offering deeper, well-reasoned insights.
Newsletters represent the new entry point for meaningful marketing, becoming a new normal despite rumors of declining sponsorship. Whether on LinkedIn, Substack, Medium, or private platforms, long-form content is emerging as the gold standard—harder to produce, requiring genuine expertise and a higher barrier to entry. This is precisely where like-based SEO cannot compete.
True thought leadership demands time, depth, and substance—qualities that cannot be faked or rushed.
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