SEO is marketing - Search Engine Land

SEO often exists on an island of its own.

Still.

In 2022.

Getting buy-in for an SEO investment is already difficult enough. But we also face the challenge that many companies still question where it fits in with their overall marketing budget.

You’d think we’d have this figured out by now.

• Are there technical aspects to SEO? Absolutely. But is technical all SEO is? Absolutely not. Not even close.
• SEO isn’t advertising. Most companies have PPC budgets in their overall marketing budget. One client I’ve worked with for several years gets about 60% of their traffic from organic search, yet they spend approximately 7x-10x more on paid search efforts which is driving 20% of their traffic. I don’t think this is an unusual case. I think this is more likely the norm.
• Website “stuff” is still typically an IT expense, not marketing. But, creating content for the website might fit into the IT, PR or social (marketing) departments.

While SEO has come a long way and developed legitimacy, I think until company leaders see SEO as “marketing,” we will not have earned the due respect that the field plays in a digital marketing effort.

Until SEO is solidly considered a “marketing” function, we won’t realize the requisite budgets to do this stuff right and have an appropriate amount of time/budget invested, considering the potential value/ROI of a solid SEO effort.

What is marketing?

Do a Google search and you’ll find the following definition of marketing, or something similar:

• “The...

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