Does SEO work in 2024?

Hello everyone- I have been attempting to optimize the SEO for my online store in the United States, but I feel like I'm just going in circles. Despite watching over 10 hours of SEO videos on YouTube, I'm still unsure if it truly works.

My main question is, is SEO a scam or does it still have an impact? And if a big company is selling the same products as me, is there a way for my store to rank higher than theirs on Google?

Thank you in advance.

SEO still works in 2024, but it can be challenging, especially for e-commerce stores. Ranking above big companies is tough, but not impossible. It requires a smart strategy that focuses on less competitive keywords, like niche or local ones. Optimizing for user experience and building backlinks is crucial as well. It’s important to remember that SEO is a long-term strategy and building trust with Google takes time. Patience and consistent effort are key to achieving success.