In 2004, SEO as a discipline was perceived as some kind of dark art performed behind the scenes. This “SEO voodoo” had minimal effect on a website and nothing to do with the actual business. Some people bought some links on more or less shady corners of the web and miraculously the Google rankings shot up.
Fast forward to 2023, we still don’t have proper jetpacks, flying cars or hoverboards, but modern SEO is a far cry from 20 years ago. Today, SEO is about:
- Content
- UX
- Trust
- And other “new” elements.
Yet we’re not yet fully there. We haven’t yet arrived at a place where SEO clearly informs every part of the business like:
- PR.
- Marketing
- Sales.
If you’re lucky, you have an SEO team within your company. This already puts you ahead of the competition in many cases.
Most organizations have marketing and sales teams – even small businesses with limited resources, but SEO is not as mainstream.
So where do we place SEO responsibilities within an organization to ensure the best results?
Why do businesses still struggle to add SEO to their hierarchy?
Some startups and local businesses may even need external input when it comes to organic search opportunities. But oftentimes, the marketing, tech or PR team (or person) has to implement the SEO advice.
Other departments often encroach on or thwart SEO efforts – at times by accident or, in some cases, due to assumed superiority.
So where do we insert SEO expertise to achieve the best results?
You need to establish a holistic and...
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