Posted by Courtney Fappiano on October 23rd, 2025Let’s be honest: Google somehow runs the internet, knows what you’re doing at all times, and still manages to reinvent itself (slightly) every few months just to keep us on our toes.
A lot of marketers talk about Google being a problem, always changing, and always out to mess up your ranking. But as Logan, hasOptimizations’ Owner and Lead Strategist, puts it:
“I decided that my goal was going to be not to see them as an adversary, but to see the search engine as a sort of dance partner where when we aligned our goals with each other, we could both get what we wanted.”
And when it comes to working with Google, that’s exactly how we approach Google Ads, SEO, and AI, as a collaboration.
Stop Chasing the Shiny Stuff
Logan’s been in this business for 16 years, which, in digital-marketing years, is basically forever. They’ve seen every trend come and go like keyword stuffing, “secret hacks,” (do not do these things) And while some digital marketers are sprinting after the next big thing, we prefer the long game.
“There’s a lot of people who really want to chase what’s new and shiny in marketing,” Logan says, “but for small business clients, that’s not what’s going to be a functional long-term strategy for them.”
Translation: Sustainability and consistency beat the sensational
Google Isn’t the Enemy It’s the Algorithmic Dance Partner
Google doesn’t want to ruin your ranking or life. It wants to keep users happy, because happy users means more searches, more ad clicks and more money.
“They make their money, the vast majority, from advertising,” Logan explains. “They really, really care a great deal about keeping their advertising clients happy… which means sending them traffic.”
And that’s exactly where we come in. Our job isn’t to trick Google; it’s to align with it. When we build campaigns or optimize your site, we’re helping Google do what it does best, connect people with what they’re looking for. We want everyone to win.
“The searcher gets what they want and need. The website owner gets the business. We are successful because the client got the business. Google is successful because they kept the trust of that user.”
Where AI Fits In
AI tools are incredible for analyzing performance and spotting trends. But they’re just tools. The heart of what we do is still human. Real strategy, creative brainstorming and problem-solving, and empathy can’t be automated.
The Long Game Is Our Game
Google’s mission hasn’t changed in decades. They want to remain the trusted, most used, number one search engine. And as long as that’s true, the businesses that prioritize good and consistent SEO will always be a step ahead.
So at hasOptimization, we’re dancing with Google to achieve the best working relationship for our clients and businesses. Reach out if you’re struggling with your marketing moves and don’t know how to move forward!
