Although some aspects of SEO haven't changed much in the last decade—relevant content, page titles and descriptions, keyword research, the importance of page loading speed—the influence of social media and inbound marketing are causing seismic shifts in search optimization. Especially at the enterprise SEO level.
Having the right in-house team or external partner is now a fraction of the ROI equation—i.e., ranking that actually has an impact on revenue.
Maybe that's why so many businesses still invest the bulk of their marketing budget in paid media instead of organic search—an expensive mistake, considering 75% of click-throughs come from organic results.
Organic SEO provide cumulative benefits that just keep improving with every investment of time or budget; moreover, it is an owned outcome. Paid search results are like renting space in a mall: As soon as you stop paying rent, your entire presence disappears.
Paid search is a short-term outcome with few lingering benefits that companies settle for, when instead it should be used to simply bridge the visibility gap while they integrate lasting organic solutions, or used to accomplish short-term marketing goals.
So what do C-suite executives need to know? (Hint: it has more to do with enterprisewide collaboration than actual SEO skills like programming or copywriting.)
I spoke to Chris Corak, senior strategist for digital agency Sitewire, to gain a little insight, since his agency specializes in aligning corporate marketing goals with inbound marketing strategies and tactics.
1. Rethink what you know about SEO