Let’s cut to the chase: SEO isn’t just alive in 2025—it’s evolving faster than ever.
But while everyone’s out chasing trends, dumping money into AI content, and obsessing over algorithm updates, there’s a quieter side of SEO that’s still driving real, measurable results. We’re talking about the basics. The underrated, often overlooked SEO techniques that still pack a punch—if you use them right.
So if your business is stuck on page two of Google and you’re wondering why the needle isn’t moving, this might be what you’ve been missing.
Let’s dig into four underrated SEO strategies that most business owners don’t even realize they should be using.
1. Redirect Your Image Files When You Rename Them
Ever rename a product image or service photo on your website? Maybe you updated the file name to include better keywords—smart move! But here’s the thing: if you didn’t set up a redirect for that image file, search engines now think that content vanished.
That means any rankings that image earned? Gone.
Why it matters:
- Images often rank in Google Image Search, bringing in valuable traffic.
- Broken image links can hurt your site’s authority.
- Google doesn’t like playing hide-and-seek with missing assets.
Fix it:
If you change the name or URL of an image, set up a 301 redirect to the new file. Most SEO plugins and platforms like WordPress make this easy with built-in redirect tools.
2. Internal Linking: The Forgotten SEO Multiplier
This one’s been around forever, but it’s amazing how many websites still don’t use it right.
Internal links help search engines crawl your site better, distribute authority across your pages, and improve the user experience. And yet, we see “orphan” pages all the time—pages that aren’t linked to from anywhere else on the site.
That’s a wasted opportunity.
Pro Tip:
When linking internally, use keyword-rich anchor text (e.g., check out our SEO checklist instead of click here). It tells Google what the linked page is about, and gives you a ranking edge.
And don’t forget relevance. Link related content together to build topic clusters. Not only does this help with SEO, but it also keeps users on your site longer—which Google loves.
3. Google the Keyword You Want to Rank For (Seriously)
This might sound obvious, but we promise—it’s often overlooked.
Before you optimize a page for a specific search term, Google it first.
Look at the top-ranking results. What kind of content is winning? Is it a listicle? A how-to guide? A product page?
This tells you what Google thinks the “search intent” is for that keyword. And if your content doesn’t match that intent, it won’t rank—no matter how great it is.
Action Step:
Google your keyword, analyze the first 10 results, and take notes:
- What type of content is it?
- How long is it?
- What questions does it answer?
- What keywords appear repeatedly?
Then shape your content to align—while still adding your unique angle and expertise.
4. Build for People, Not Just Algorithms
This is where so many businesses lose sight of the goal.
In the race to rank higher, it’s easy to forget that real people—not bots—are reading your site. So yes, sprinkle in the right keywords, structure your headers, and optimize your metadata. But if your content doesn’t actually help the user, it won’t convert, and it probably won’t rank well either.
User-first tips:
- Write like a human, not a textbook.
- Use bullet points and short paragraphs for easy scanning.
- Prioritize clarity over cleverness.
- Make it obvious what action you want the user to take.
Search engines are getting smarter, and they’re rewarding sites that deliver a smooth, helpful experience. Focus on the user journey first—and trust the rankings will follow.
Final Thoughts: SEO Wins Don’t Have to Be Flashy
You don’t always need the newest plugin, the hottest trend, or the latest Google hack to improve your rankings. Sometimes, it’s the fundamentals—the things most people skip—that quietly get results over time.
So if you’ve been struggling to make SEO work for your business, go back to these basics. Tidy up your internal links. Check for broken image redirects. See what’s already ranking. And always, always write for real people.
Need an expert team to help you put this into action? That’s what we do best.
Let’s Talk SEO That Delivers
From web audits to content that ranks and converts, Pullman Marketing is here to help. Reach out today and let’s get your site on track for growth in 2025.