SEO is Dead. Long Live SEO.



The digital content landscape has changed, and SEO must also change - it must now be integrated as part of an overall digital content strategy. SEO is not DEAD, far from it.





The days of SEO as a standalone discipline are certainly behind us. SEO is no longer a silo within a brands digital arsenal, it now must be part of and fully integrated into the overall digital strategy. It is evolving as quickly and disruptively as users change their use habits making the practices of only a few years ago a possible detriment of how today’s search engines function.


Search engines are widening their references, including content within social networks, and optimizing the techniques used to measure content quality, authority, product reviews, brand sentiment and topic relevance, therefore the optimization of a site for search must increasingly integrate with other marketing disciplines. Digital optimization is the approach and evolution of SEO that brings together the company’s brand, marketing, PR, sales and support. Success for a brand in this digitally social world is predicated on the organizations ability to integrate the culture of SEO from the executive board room down to the community manager. Which is to say content in all its forms matters.


Take control of your digital destiny by following these 10 easy steps:


Step 1: Assess your digital health –

- Rate your company’s position as compared to competitors

- Rate the ROI of your past and current content efforts

- What digital and social tools and marketing opportunities are you engaging with now?


Step 2: Establish or revisit your digital goals-

- Define the metrics of success

• Traffic

• Search Placement

• Revenue

• Customer Engagement

• ROI

• Other


Step 3: Set measurements to gauge your digital footprint-

- Build your digital measurement dashboard

- Set goals and alerts

- Set internal distribution lists


Step 4: Listen to what is being said about your brand and your competitors-

- Monitor social sites for mentions

- Monitor blogs

- Monitor industry news sites


Step 5: internalize your digital message-

- Every employee most know their role

- Build a sound game plan for all employees, including a social media rule book


Step 6: Develop your voice-

- Build scripts for all roles, situations and locations


Step 7: Communicate in new and interesting ways-

- Newsletters, consumer and industry blogs, social, images & video


Step 8: Integrate your digital presence-

- Across all paid and earned digital media

- Across traditional media and direct consumer engagement


Step 9: Re-evaluate-

- Implement and constantly evaluate and reiterate based upon the metrics you have set


Step 10: Set your vision beyond-

- Establish new goals

- Test new media

- Be Social