Results over perfection

Pragmatic Approach in SEO: Why “Perfect” Solutions Are Killing Your Results

Christiane Kunisch, Founder and Managing Director of a newly launched agency dedicated to delivering Future-Proof SEO, spoke to our brand ambassador David Carrasco Pamies about how going ‘one step beyond’ means actually stopping chasing every new SEO buzzword and starting using AI for things that actually matter. In this interview, part of the series, when we get to know our speakers and panelists even better, they discuss how fixing real client concerns and making websites genuinely better for people should be the main goal for SEOs.

In this conversation, Chrissy speaks candidly about the current state of SEO, testing methodologies, and client communication. She challenges conventional wisdom and advocates for a results-driven approach that prioritizes measurable impact over theoretical perfection.

The “SEO is Dead” paradox

At the beginning of this interview, we take a look at how Chrissy named her agency: “..you got to go beyond what you have to do as an SEO….Beyond is what is going on right now”, she explains. Also, for her it is not so important how you call the site optimization – SEO, GEO or whatever. “If the SEO world decides to use something else, I just follow…as long as both parties know what they are talking about.”

Beyond the hype

Chrissy praises and skeptifies the SEO community’s current obsession with testing. While acknowledging the value of hands-on experimentation, she advises against blindly following everyone who publishes test results.

“Not every test or so-called test has a significant outcome,” she notes.

“There are so many things to consider. If you read something, maybe the sources you can trust because you know they have done really good work in the past, but there’s another way to really look into this and say what they are actually testing – is that relevant to me?”

For her, the key insight here is critical evaluation. Just because a test shows this or that doesn’t mean that it applies to your specific situation. Desktop-only data might be irrelevant for mobile-first businesses, and what works for enterprise sites may not translate to small businesses, for example.

The pragmatic approach (or always measure your output)

Christiane Kunisch’s philosophy centers on this: “Achieve the maximum output that you can measure with the available resources.” She calls this a pragmatic approach that focuses on the real business impact.

“People always try to stick to a checklist because that is what makes them feel safe. And in the meantime, thousands of euros are going down the drain,” Chrissy observes. This often prevents teams from addressing the issues that actually move the needle.

The pragmatic approach means prioritizing actions that directly impact the metrics that matter to stakeholders. It requires saying no to time-consuming tasks with minimal impact – like obsessing over meta descriptions when Google rewrites them anyway. 🙂

Speaking the language of business

One of the most valuable skills that she emphasizes and is praised for is translating technical SEO concepts (like file logs, for example) into business language.

For CEOs, everything must connect to revenue: “For a CEO, that will always be the money earned from his shop, nothing else.” When explaining complex technical issues like log file analysis, she uses relatable analogies. “I will always argue that first make them understand what is all about…Maybe we want to sort out the requests that were made to our server because we want to prioritize the important runs and block the unnecessary.” Or: “To save money and to preserve the capacities for real users that gonna convert.”

Christiane Kunisch also gave another example—comparing server optimization to managing an expensive TV campaign. If your site crashes when the campaign drives traffic, angry users turn your marketing investment into a negative brand experience. “That is how I try to approach”, she concluded.

The future of SEO: Adaptation

In this conversation, Chrissy established herself as a professional who has moved beyond the industry’s perfectionist tendencies toward a more adaptive, business-focused approach. Her message is clear: stop chasing the perfect SEO implementation and start focusing on measurable business impact. Test strategically, communicate effectively, and always prioritize the actions that drive real results for your clients or organization.

These are only part of the topics she talked about with David. Listen the interview to hear more.

And see for yourself that her being among the panelists at the “Outlaw SEO: Behind the SEO stage” is truly something that shouldn’t be missed.

So, join her at SERP Conf. Vienna 2025, discover strategies that actually move the needle and learn from professionals who prioritize results over perfectionism.