As someone who has spent a significant part of their career working directly in search marketing, it’s rare that I can’t find a business case to be made for SEO being in the digital, and broader marketing mix.
There are few growing industries, businesses, or organizations that don’t have a web presence or some type of online level of engagement with their audiences.
SEO is a discipline that takes more time and focus than paid media and other quicker-to-launch and results channels.
That doesn’t mean it’s worthless. It hurts me when I hear phrases like “SEO doesn’t work for us” or “we don’t believe in the value of SEO.”