Start here.

If you’re new here, welcome.

This site exists for one simple reason: to talk honestly about SEO without turning it into noise.

There’s no content calendar chasing trends here. No weekly “tips” for the sake of posting. Everything I write comes from real work, real patterns, and real decisions I’m making for clients. If something shows up on this blog, it’s because I think it’s worth your time.

Who I Am (and Why This Site Exists)

I'm Wil. I run heyitswil SEO, and I work directly with small businesses on SEO. Not an agency. Not a faceless service provider. Just me.

I started this site because most SEO advice feels disconnected from how real businesses actually operate. It’s often written as if everyone has unlimited time, budget, and patience. That’s not reality. My clients are busy. They’re running companies, managing people, closing sales, and making hard decisions every day. SEO has to fit into that world, not fight against it.

This blog is where I document how I actually think about SEO in that context.

How I Think About SEO

At its core, my approach is simple:

• SEO is a process, not a campaign
• Foundations matter more than tactics
• Usefulness beats volume every time
• Google rewards how users respond, not how hard you try

I’m not interested in cookie-cutter strategies or one-size-fits-all packages. Every site, every business, and every situation is different. My job isn’t to apply a template. It’s to understand what this business needs right now and make decisions accordingly.

That means some clients need content.

Others need restraint.

Many need cleanup, clarity, and focus before anything else.

What You’ll Find Here

This blog is the center of the site on purpose.

Here’s what you can expect:

• Long-form thinking about SEO strategy and decision-making
• Real-world lessons pulled from client work (anonymized)
• Explanations of why certain things work or don’t
• Pushback against SEO myths that sound good but don’t hold up

What you won’t find:

• Trend chasing
• “Post every day” advice
• Overpromises or guarantees
• Content written just to rank

I don’t publish often, but when I do, it’s because I think the topic deserves space.

Who This Is For (and Who It Isn’t)

This site is a good fit for you if:

• You care about SEO and want it to work long-term
• You’re tired of busywork and shallow metrics
• You understand that real progress takes time
• You want your website to become a meaningful growth channel

It’s probably not a good fit if:

• You’re looking for shortcuts
• You want fast rankings at any cost
• You don’t want to touch your website at all
• You see SEO as a one-time task

That’s not a judgment. Just alignment.

Working With Me

If you ever decide to reach out, know this upfront: I work with a small number of clients, and I work closely with them. You’re not a line item on a roster. You’re a real business with real constraints, and the strategy needs to reflect that.

Sometimes that means saying “not yet.”

Sometimes it means slowing down instead of doing more.

Sometimes it means focusing on things other SEOs ignore.

If that sounds refreshing, we’ll probably work well together.

Where to Start

If you want to understand how I approach SEO today, start here:

How I Actually Run SEO for Small Businesses in 2026

That post lays out my philosophy, how I make decisions, and what I prioritize and ignore. Everything else on this site builds off of that.

One Last Thing

I’m not trying to build an audience for the sake of it.

I’m building a body of work I can stand behind.

If something here resonates, feel free to stick around.

If not, that’s okay too.

Thanks for reading.