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Three Modern SEO Best-Practices Every CEO, CMO, and CIO Should Know

by Carrie Morgan  |  
October 4, 2013

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

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Carrie Morgan is a digital public relations consultant in Phoenix, AZ, and a regular contributor for Social Media Today and Convince & Convert. Reach her at Rock the Status Quo.

Twitter: @morgancarrie

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  • by Vinay Bhagat Fri Oct 4, 2013 via web

    Excellent article which really resonated with me. As the CEO of TrustRadius, a new online community for professionals to share insights about business software through reviews, organic search is absolutely critical to us. I chose early on to hire a really senior yet hands-on person dedicated to SEO who has ably partnered with our CTO/ engineering team to ensure that everything we do has SEO in mind. As I went through a selection process for our VP of marketing, I focused on finding someone that had the right balance between inbound/ content marketing and outbound direct response. I myself while still no expert, have invested energy in understanding the fundamentals of SEO, and see myself as a primary contributor to our content machine. We have a long way to go, but you need to set philosophies early on.

  • by Tim Chambliss Fri Oct 4, 2013 via web

    SEO is tedious, time consuming, expensive and totally misunderstood by owners and C-suite folk.
    We are doing a sorry job of selling it's value.
    That needs to change.

  • by Talat Basharat Sat Oct 5, 2013 via web

    I totally agree, there is this thinking by many that simply having a website is all you need to get clickers, it is not and we know from those who rank high how much efforts goes into getting yourself on the first pages of search engines.

    Your article tells what I have been preaching, all should be involved, and most importantly the customers.

  • by Chatherine Tue Jan 13, 2015 via web

    SEO is a long journey to build up the ranking just like build up the brand. Therefore, content is getting important. here is another article that i would like to share with everyone. Hope you all like it.

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