Traditionally, businesses have been broken into units, each of which has a particular area of expertise and responsibility. Public relations handled interactions with the media, marketing was responsible for getting the word out, and SEO for bringing in traffic by any means. Then there’s customer service, sales, administration, manufacturing, and so on. Each a little dukedom with feudal responsibility to its C-Level royal court.
SEO is changing; its role is blurring and stretching beyond the areas that used to be its core competencies: bringing in traffic by technical optimization of a site and link building. Now more properly referred to as inbound marketing, in an age where a web presence is central to any company’s revenue stream, and Google are cracking down hard on tactics they disapprove of, content has moved center stage. Continue reading