Grumpy SEO Guy – Episode 138
The Reason You Aren't Ranking (It's Probably Not a Problem With Your Site)
Host: Grumpy SEO Guy
Date: January 28, 2026
Episode Overview
In this episode, the Grumpy SEO Guy tackles one of the most common misconceptions in SEO: the belief that making website changes alone is the key to higher search rankings. Drawing from 14 years of agency experience, he debunks the idea that SEO is simply a checklist of on-site fixes. Instead, he emphasizes the central role of authority—earned largely through backlinks and a site's relationship to the broader web ecosystem. The episode is direct, practical, and at times blunt, aimed at dispelling myths perpetuated by less experienced SEO commentators.
Key Discussion Points & Insights
1. SEO Is Not a Checklist
- Timestamp: 01:56 – 06:12
- Many beginners assume SEO is a process of ticking boxes on a checklist—improving site speed, adding keywords, optimizing titles, etc.
- The host stresses, “There is no checklist. So the reason I haven’t ever provided a checklist… SEO is not a checklist. And you couldn't even, like, build one because it’s not a checklist.” (02:16)
- If SEO were a checklist, all well-optimized sites would be tied for the #1 spot, which is impossible.
2. The Competitive Nature of SEO
- Timestamp: 06:13 – 08:47
- SEO is fundamentally competition, not compliance.
- The search engines rank sites relative to each other, especially those relevant for the same keywords.
- The critical differentiator is authority.
- “Most SEO has nothing to do with what you do on your website, but has to do with what other websites do as they relate to your website.” (02:59)
3. What Actually Matters: Four Pillars of SEO
- Timestamp: 04:24 – 05:30
- To compete, you need:
- No penalties
- Content (“doesn’t have to be quality, just has to be on your site”)
- Relevancy
- Authority
- “Authority is the ongoing thing.” (12:10)
- Authority outweighs nearly all other factors at the top of page one.
4. Authority and Backlinks Trump On-Site Changes
- Timestamp: 07:16 – 13:12
- Backlinks and overall authority are decisive once basic on-site requirements are met.
- “There are very few, if any, changes you can make to your website that will cause you to rank higher.” (10:09)
- Meaningful rank movement against strong competitors almost always requires increased authority.
5. Website Changes Have Limits
- Timestamp: 09:05 – 11:13
- While fixing penalties, cannibalization, and improving titles can have some impact, they only address issues at the margins.
- True breakthroughs demand greater site authority, not just optimization.
6. SEO as a Race: The Authority Gap Analogy
- Timestamp: 11:53 – 13:12
- “SEO is like a race… Just because you improve doesn’t mean you’re going to beat them.” (11:57)
- Improving your site may reduce the gap, but you must overcome competitors’ existing authority, not just your own shortcomings.
7. No Secret Tricks or One-Size-Fits-All Solutions
- Timestamp: 12:11 – 13:45
- The show mocks the persistent myth of a secret “A” grade SEO technique.
- “If there was a private technique… everyone would be doing exactly the same thing… Not everybody can be at the top of page one.” (12:50)
Notable Quotes & Memorable Moments
On the Checklist Myth
- “If there was a checklist, and everyone has done everything properly… who gets to be number one? Because everybody did everything correctly, didn't they? And only one website gets to be number one. That doesn't make sense, does it?”
— Grumpy SEO Guy, (03:20)
On the Core of SEO Competition
- “The majority of SEO has nothing to do with changes you make to your website… Those are the requirements to even be considered. It's not like I just build a website, I put really good content on it and I don't have cannibalization, And I’m going to be number one. No, you're not. You want to know why? Because your competition has more authority than you.”
— Grumpy SEO Guy, (08:42)
On “Just Work Harder” Fallacy
- “Just because you improve doesn’t mean you’re going to beat them. Does that make sense? That's how websites are.”
— Grumpy SEO Guy, (12:00)
On the Simplicity of Relevancy
- “Literally just write content about your topic and you get relevancy. Super easy… Everybody should have relevancy for their keywords.”
— Grumpy SEO Guy, (12:47)
On Secret SEO Tricks
- “If there was a, A, A, A private technique that nobody knew about… then they would realize, hey, wait a minute. All these websites on page one are all doing the same thing. I’m going to copy that… Not everybody can be at the top of page one.”
— Grumpy SEO Guy, (13:12)
Key Takeaways for Listeners
- Stop searching for SEO checklists. SEO success stems from authority relative to competitors, not ticking boxes or endlessly tweaking your site.
- Do the fundamentals (content, relevancy, penalty-free), then build authority.
- Backlinks and relationships are the main drivers of high-ranking sites.
- Website changes only move the needle when addressing actual site issues (penalties, cannibalization), not as a primary strategy.
- There is no secret hack or hidden technique to leapfrog all competitors—if there was, everyone would use it, and it would cease to be effective.
Suggested Episodes for Further Listening
- SEO is a Competition, Not a Checklist
- Is This Lower Authority Website Outranking This Higher Authority Website?
- Why Dwell Time Isn’t a Ranking Factor
For questions or topic suggestions, contact Grumpy SEO Guy on Reddit (r/grumpyseoguy) or by email at hellogrumpyseoguy.com.
This episode is essential listening for anyone stuck on the SEO hamster wheel of endless website tweaks—reminding us that the real game is authority, not to-do lists.