Kevin Lee says, “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.

  1. Lowering digital media costs. In many verticals, PPC costs range well beyond $10 a click. (In the legal field, paid clicks can exceed $200.) Favorable organic positions materially reduce these costs, freeing up digital ad dollars to deploy against segments that would otherwise be unaffordable. That’s an important, material and strategic impact of SEO that’s often discounted in the C-suite.
  2. Market share defense. Organic listings in the SERP don’t only increase your traffic and revenue; they take revenue from the competition. In B2B, where customer lifetime value is high, investing in high-quality content optimized for search should be a strategic goal”.

Why good SEO is strategic

Search Engine Land

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