From its inception as a marketing discipline nearly a decade ago, SEO has generally had a tactical focus. And that’s fine. After all, the specific tactics used to gain links, mentions, rankings, traffic and other KPIs are amazingly interesting subjects in their own right. (I’ve long been fascinated by the exact position of the demarcation line between White Hat and Black Hat SEO).
But SEO is much more than tactics, hacks and tools. Today, in many organizations, SEO’s role as a strategic business driver is becoming more deeply felt.
Let’s itemize five ways that SEO has strategic impact.
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