Posted by BenjaminEstes
SEO is not something that is done. SEO is a way of doing things that encompasses many teams and initiatives. This is especially true for large organizations with well-established and potentially siloed teams.
Most marketing disciplines have concrete inputs and outputs. Consider the following examples, which may seem trite at first:
But this isn’t really the case for SEO. Can we say:
It’s not quite the same thing, is it?
“Doing SEO” does not directly result in visibility in search results, or traffic. SEO might lead to better indexation of pages on your site, or improved targeting. But these are only stepping stones to increasing search traffic. They are inputs that ranking algorithms will use, not the output of better rankings.
No SEO work can guarantee organic search visibility in the same way paid search guarantees paid placements.
In this way, SEO has more in common with business operations than it does with other marketing channels. It’s about getting the most possible benefit, through organic search, from the …read more