Google's John Mueller said the other day that "SEO is not belief-based, nobody knows everything, and it changes over time." Super true, I've been covering SEO changes over the years and I spot this all the time.
John wrote this on Bluesky when making another statement that ruffled some SEO feathers. He wrote, "To me, when someone self-declares themselves as an SEO guru, it's an extremely obvious sign that they're a clueless imposter."
He also added, "You have to acknowledge that you were wrong at times, learn, and practice more."
I have always said that I often enjoy being wrong. You learn so much more from being wrong than always thinking you are right.
That being said - I know there are many who label themselves as SEO gurus. But at the same time, not even gurus know everything about their topic of expertise.
Just be humble, always willing to learn and be ready to admit you were wrong - when you are wrong. That last part shows how honest you are and can be a really big deal.
To me, when someone self-declares themselves as an SEO guru, it's an extremely obvious sign that they're a clueless imposter. SEO is not belief-based, nobody knows everything, and it changes over time. You have to acknowledge that you were wrong at times, learn, and practice more.
— John Mueller (@johnmu.com) April 7, 2026 at 2:04 AM
Forum discussion at Bluesky.
