“If you understand the fundamentals, you can troubleshoot problems faster and more effectively.”
In the fast-paced world of SEO and digital marketing, individuals often chase the latest trends and shiny objects, such as AI-driven automation, Python scripting, and advanced machine learning techniques. While these tools help increase efficiency and have a place at the table, they are not a substitute for understanding the fundamentals.
All those advanced strategies are built on shaky ground unless you master the basics. In this epiphany, I explore why understanding and integrating fundamentals are crucial, the dangers of ignoring them, and how applying root cause analysis can help solve complex challenges in SEO and beyond.
Why Do People Ignore Fundamentals?
In his PubCon presentation, Jesse McDonald referenced a quote from my 2016 keynote:
“You have to get the basics right before you can even think about improving.”
That statement remains as accurate today as it was then. The problem is that fundamentals aren’t seen as exciting. Instead, many would experiment with AI-generated content or complex automation rather than ensure their site architecture, indexing, and hreflang implementations are correct.
This phenomenon is particularly evident in hreflang adoption. Many think hreflang is overly complex when, in reality, it’s a straightforward system—if you understand its purpose. Misconceptions often stem from a lack of foundational knowledge, not from hreflang itself being difficult.
Understanding Systems: A Missing Piece in SEO
One of my biggest surprises has been how many Search practitioners don’t grasp basic search mechanics.
When Google’s indexing process was explained in a podcast, many SEOs admitted they had no idea that Google schedules URLs for indexing. Some assumed it behaved like a dog catching a scent—immediately retrieving and processing a URL. Search engines follow a structured, multi-step process to determine if, when, and how a URL should be indexed.
Similarly, Danny Sullivan once shared a question Lilly Raay\’s agency asks about crawling. They were both surprised how many SEO professionals struggled to explain the difference between crawling, indexing, ranking, and rendering. If we don’t understand these basics, how can we troubleshoot performance issues or provide meaningful recommendations?
This is why I developed my four key SEO pillars:
- Indexability – Can search engines access and understand your content?
- Relevance – Does your content match user intent?
- Authority – Does your site have credibility in its space?
- Clickability – Are users enticed to engage with your search results?
Breaking SEO down into these fundamental systems helps identify issues more quickly and target solutions more effectively. I described in Epiphany 1 that these pillars allow me to align the problem with the stakeholder’s team. In an enterprise, there is very little overlap between these pillars and who is responsible for them, and not understanding this is a key reason many requirements are never actioned.
The Power of Simple Fundamentals
In the Marine Corps, I learned a valuable lesson about fundamentals while training recruits in marksmanship. For more details, please refer to the video. New shooters were often overwhelmed with advanced techniques, but success came down to two core principles:
- Sight Alignment – Keeping the sights properly positioned.
- Sight Picture – Ensuring the target is correctly framed.
During my training as a range officer, my instructor explained why the Marine Corps emphasizes these two concepts. It was for simplicity and discipline. If a Marine could master these two concepts, any weapon they picked up, no matter how much chaos around them, if these two concepts were applied, there was a significant chance they would hit their target. We were not taught to take precision shots to the head but to aim anywhere center mass on the chest by aligning the sight alignment and sight picture of the weapon. Interesting fact: Even after many years, most Marines can still recall and recite the exact language that was taught verbatim.
This principle applies to SEO and problem-solving in general. Returning to core principles enables you to cut through the noise and focus on what matters when you are overwhelmed by complex issues.
Applying Root Cause Analysis
To truly increase performance and efficiency we must go beyond the simple problem and try to understand what might have caused it in the first place.
When I was young, I raced motocross. One day, while riding on a nearby course, my bike broke down, and I had to push it home. Frustrated, I asked my father, who was a mechanic, to fix it. Instead, he asked me what was wrong with it. Being a smart aleck, I suggested he might have a better idea, as he was the mechanic. He replied that I was a genius, so I should be able to figure it out. Our roles stalemate was solved by him asking me a series of questions to identify the root cause: “How does this engine work, or more specifically, what are the key elements for an internal combustion engine to operate?”
- There needs to be a fuel source – gas
- There needs to be an ignition source – a spark
- There needs to be air – air intake
- There is exhaust – exhaust system
I learned to methodically identify each point of failure, starting with the most straightforward check: whether there was gas in the tank and if it was reaching the engine. Then, I tested the ignition system, ensuring a spark was produced, and it was this second set of diagnostics that I discovered the issue—a loose spark plug wire. Within less than five minutes, I identified the problem by rotating through the systems, examining how each works and pinpointing potential points of failure.
Had I thought through this system on the trail, I could have fixed the problem in minutes rather than wasting time and energy pushing the bike home.
The same applies to SEO. When rankings drop or traffic declines, we need to take a step back and diagnose methodically:
- What changed?
- Where is the issue occurring?
- Which system is affected—indexability, relevance, authority, or clickability?
Understanding the root cause prevents knee-jerk reactions and ensures we apply the proper fixes. Refer to the article “Understanding the Root Causes of Failure” for further examples.
How to Instill a Fundamentals-First Mindset
Many people avoid fundamentals because they don’t want to admit they don’t understand them. But real expertise comes from breaking down complex concepts into simple terms.
When hiring SEO professionals, I often test their ability to explain core search engine optimization (SEO) concepts to diverse audiences, including executives, engineers, and marketing teams. If someone cannot translate their knowledge into multiple perspectives, it often means they do not fully understand it themselves.
To ensure your team operates with a strong foundation:
- Break down your SEO system into core components.
- Ensure everyone understands how your CMS impacts search.
- Map out workflows to identify where things can break.
- Apply root cause analysis instead of chasing random fixes.
When you build on fundamentals, troubleshooting becomes easier, strategies are more effective, and long-term success becomes sustainable.
