Picture this: You’ve just installed a cutting-edge home automation system for a client. Everything is wired perfectly, but the system isn’t performing at 100% on day one. The network needs to adapt, the devices need fine-tuning, and the homeowner needs time to experience the full benefits. You wouldn’t call the project a failure—optimization takes time.
SEO works the same way. Yet, many integrators expect immediate results, only to feel frustrated when their site doesn’t hit page one overnight. Does that mean SEO doesn’t work? Should you just stick with Google Ads?
To clear up these misconceptions, One Firefly’s SEO Lead, Jordan Littman, joined Automation Unplugged to break down the biggest myths in SEO, explain why rankings fluctuate, and reveal what integrators can do to build long-term online visibility.
🎧 Listen to the full episode here: Debunking SEO Myths: Expert Insights with Jordan Littman
SEO vs. Google Ads: What’s the Difference?
Many integrators assume that SEO and Google Ads are the same thing, but they couldn’t be more different. Both are part of search engine marketing (SEM), but they work in distinct ways.
“Google Ads is pay-per-click (PPC) advertising,” Jordan explains. “You’re paying to be at the top of search results. The moment you stop paying, you disappear.”
SEO, on the other hand, is organic optimization. It involves strategic content creation, website improvements, and authority building to help your business rank higher without paying for each click.
While Google Ads delivers immediate visibility, SEO builds long-term traction. The best strategy? A combination of both.
Why Do SEO Rankings Fluctuate?
Some business owners get frustrated when their rankings jump up and down—but this is normal.
“Google’s algorithm is constantly evolving,” Jordan says. “Other websites are updating, Google is crawling new content, and rankings shift based on search trends. That’s why SEO is a long-term game.”
Instead of focusing on temporary dips, businesses should track their overall trends and focus on ranking for high-intent keywords that bring in qualified traffic.
Is SEO Worth the Investment?
One of the biggest myths about SEO is that it’s too expensive or doesn’t deliver real ROI. But when done right, SEO is one of the highest-return digital marketing strategies available.
“SEO isn’t a cost—it’s an investment,” says One Firefly’s CEO Ron Callis. “Unlike paid ads, where traffic disappears when you stop spending, SEO builds momentum over time. Your work today helps you get found for months and even years.”
While Google Ads delivers instant results, the long-term ROI of SEO is often much higher. That’s why the best marketing strategies use both to maximize short- and long-term growth.
How to Choose the Right SEO Partner
If you’re working with an SEO agency (or considering one), it’s crucial to ask the right questions:
✅ What activities are you doing every month? A great SEO partner should provide clear reports on their work.
✅ How will you measure success? Look beyond rankings—focus on traffic, leads, and conversions.
✅ How do you approach keyword selection? The best agencies use data-driven research to target high-value keywords.
✅ How will you track and report results? SEO is a long-term strategy—ensure your agency is transparent and accountable.
At One Firefly, we provide monthly SEO activity summaries so our clients can see what’s happening behind the scenes—no smoke and mirrors, just real results.
Final Thoughts
SEO isn’t magic, and it’s not an overnight fix—but when done right, it drives long-term growth and brand visibility.
📈 Want to debunk more SEO myths and hear expert insights? Listen to the full episode here:
🔗 Debunking SEO Myths: Expert Insights with Jordan Littman
Have questions about SEO for integrators? Let’s connect! Our team is here to help you get found, stay competitive, and generate more leads in 2025.