Taking SEO to the C-Level
SEO also embraces "off page" activities, which are designed to increase the popularity of a website and thus its rank within results pages. For example, the number of people that link back to a company's website and the strength and quality of those links are taken as a primary signal of authority by search engines. Link building/development is like seeking votes from other web users for being the best resource for a particular query or search topic.
In the eyes of search engines, there are techniques considered good SEO (i.e., white hat) and bad SEO (i.e., black hat). Black hat techniques are penalized by being ranked lower or, in a worst-case scenario, can result in a website's delisting.
Nevertheless, a website featuring unique content that's refreshed regularly, contains the right keywords distributed carefully throughout the site, and includes links pointing back to this content from other relevant sites stands a good chance of being ranked highly by search engines.
SEO cannot operate in isolation; it has to be considered a core pillar to your brand's wider marketing strategy. Thus the challenge for C-level executives is to ensure that SEO is embedded firmly within corporate strategy, and that it's approached as another key channel that's tightly managed in line with all of the other online channels and different stakeholders responsible for a website. This way, SEO activities can be undertaken safely, consistently and robustly to drive sustainable results and business outcomes over time.
Mike Jacobson is the co-founder, CEO and managing director of Ayima Search Marketing, a SEO agency. Jananya Wilkins is the SEO and business development manager at Ayima Search Marketing.