The hidden reason companies fail
Most companies don’t fail at SEO because of bad tactics.
They fail because leadership misunderstands what SEO really is.
This book gives executives the clarity to stop approving the wrong strategies, hiring the wrong people, and wasting budget on outcomes that never compound.
This book is not a how-to manual. It is a leadership guide for understanding SEO well enough to lead it correctly.
If you approve budgets, hire agencies, evaluate performance reports, or guide long-term growth, this book was written for you.
You don’t need to run SEO. You need to understand it.
Executives don’t ignore SEO.
They misunderstand it.
SEO is often delegated without shared ownership, evaluated with the wrong metrics, or treated like paid media—expected to perform instantly and independently.
The result isn’t just poor rankings.
It’s lost visibility, stalled growth, and wasted trust between leadership and teams.
The issue isn’t effort.
It’s perspective.
✅ After reading this book, you’ll understand what SEO actually includes—and what it does not. You’ll know how to identify red flags in proposals, reports, and agency promises without needing technical expertise.
✅ You’ll be able to align SEO with revenue, brand, and conversion goals and lead smarter conversations with internal teams and external partners.
✅ You won’t become an SEO practitioner. You’ll become a more effective decision-maker.
This is not a checklist of tactics, a technical manual, or a shortcut playbook.
If you’re looking for tricks or hacks, this book isn’t for you.
If you’re looking for clarity, context, and confidence as a leader, you’re in the right place.
This book breaks down the realities most executives never see—how algorithm updates impact revenue, why SEO fails when it’s owned by one department, and why traffic without conversions is meaningless.
It also explains how performance, content structure, authority, and user experience compound together over time, and how AI engines and language models are changing discoverability.
Each section is written so you can read it front to back or jump directly to the challenge you’re facing today.
What Executives Get Wrong About SEO is Book I of the SEO Trilogy—a series designed to help leaders understand SEO, make better executive decisions, and prepare for the future of AI-driven search.
Joining the community keeps you connected as the trilogy evolves.
Get updates on new book releases, early access announcements, and insights that don’t fit inside the pages of the book.
This community is built for leaders who want clarity—not noise.
Your story can contribute to:
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Each experience will be handled with editorial criteria, educational focus, and respect.
No. The book avoids tactical execution and focuses on understanding, evaluation, and decision-making.
Yes. One of the core goals is helping leaders spot red flags, ask better questions, and avoid costly misalignment.
Especially. Most failures happen after SEO is already in motion—when leadership assumes it’s handled.
About the Author
Cristobal Varela studied Architecture in Hermosillo, Sonora, Mexico—and never stopped building his future. After moving to the United States, the cost of returning to school pushed him straight into the workforce, starting in a phone sales job with no formal training in technology, marketing, or analytics. Years later, he resumed his education in the U.S., studying for a Bachelor of Science in Information Technology (BSIT) while continuing to grow his career in digital marketing.
From there, he learned business the hard way: growing his own businesses from the ground up, leading small teams through uncertainty, and carrying the pressure that comes when every decision affects payroll, clients, and family. Those years of struggle as a small business owner reshaped how he thinks. They trained him to look at problems from multiple angles, anticipate the impact of executive decisions, and spot strategic risks and opportunities others often miss.
Along the way, he mastered disciplines at the core of modern marketing—photography, videography, graphic design, web development, social media marketing, reputation management, analytics, and Search Engine Optimization (SEO). That blend of creative and technical skills allows him to connect brand, content, and data, turning complex SEO conversations into clear, practical paths leaders can act on.
Today, based in Arizona, he works with national brands in fields such as home construction, medical and pharmaceutical organizations, news companies, and small businesses, helping them align business goals with sustainable, measurable organic growth. This book is a direct result of that journey—written for executives who want to make better decisions about SEO and the teams who depend on those decisions.
By submitting your experience through this form, you agree to the following terms:
1. Educational purpose
The shared experiences are intended to contribute to education and understanding of SEO in real business contexts.
The submitted accounts may be used as the basis for:
case studies
strategic analyses
educational material
editorial content related to the SEO Trilogy
2. Editorial handling of the content
The submitted content may be:
reviewed
edited
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combined with other cases
adapted for purposes of clarity, information security, and educational value
Adaptation may include the modification of contextual elements without altering the main learning outcome.
3. Use of names and references
The level of identification of the participant will be defined under the following criteria:
The real name will only be used with express authorization.
The name of the company or organization will only be included with prior consent.
In the absence of authorization, names, positions, and identifiable data will be anonymized or generalized.
In certain cases, the accounts may be presented in a partially fictionalized manner to protect the identity of those involved.
4. No remuneration
By sharing your experience, you acknowledge that:
there will be no financial compensation
no royalties or payments will be generated
there will be no consideration of any kind
participation is voluntary and for educational purposes
5. Similarity disclaimer
Some cases may be edited, combined, or adapted.
Any similarity to real persons, companies, or situations that have not authorized their identification will be purely coincidental.
6. Scope of use
The shared experiences may be used in:
books
articles
digital materials
presentations
audiobooks
other educational resources related to the SEO Trilogy
