In late 2006, a hot topic was whether SEO was rocket science. It wasn’t, unless you considered launching your organic traffic into the stratosphere or impressing someone with the PageRank equation.
In its early days, search engine optimization seemed like a dark art, difficult for the average person to grasp.
Fast forward 12 years, and many SEO experts feel that the field has evolved significantly. What was once seen as specialized knowledge is now considered basic, essential for anyone in digital marketing.
In some companies, SEO has become so mainstream that top management believes there’s no need for special expertise, leading to the elimination of dedicated SEO teams as they cut editorial and content staff.
I’ve seen this dismissive attitude firsthand. In 2015, a former employer eliminated the SEO team, and traffic dropped by almost 30 percent soon after. The reason for the elimination was the belief that SEO was just table stakes. Clearly, it’s not.
Here are some reasons why the notion that SEO has become table stakes has taken hold:
### Problem #1: SEO is showing its age
SEO has been around since the mid-1990s and has matured. Once a small industry, SEO firms have grown into a powerful entity, with solo practitioners and large companies working side by side.
SEO is now integrated into traditional marketing strategies. Most medium- and large-sized companies have in-house SEO experts or agencies to handle their work, making it a common strategy and a vital part of the company.
### Problem #2: SEO is slow
SEO isn’t the only channel driving traffic. Paid search, social networks, email, and affiliate marketing also play crucial roles. What these channels have in common, which SEO does not, is the speed of results.
Unlike paid search, social, or email marketing, SEO results take time. Changes made today might not show full results for several months or until the next Google core update. This slow response reduces the appeal of SEO.
### Problem #3: Knowledge of the basics
Any competent in-house SEO has likely instituted training programs to ensure everyone understands SEO basics.
Technical teams learn about technical SEO to implement recommendations, content teams are trained on editorial SEO, and other teams know enough to recognize when they need advice from the SEO team.
As a result, you may have employees who perform SEO tasks without being SEO specialists. Using the 80/20 rule, they can handle 80 percent of the SEO work, but when specialized knowledge is needed, they fall short.
Many companies eliminating SEO positions fail to understand the necessity of someone who can handle the complex aspects, seeing only that the basic 80 percent is functioning adequately.
Another challenge is Google. Google constantly updates its algorithm. Many changes are minor, but some significantly impact industries or search types. Without a dedicated SEO team, recovery from major updates can be difficult since changes take time to reflect. Companies might wait even longer without in-house experts to promptly address issues.
With a dedicated SEO on staff, there’s a higher chance Google’s updates won’t negatively affect the site since it’s being regularly maintained.
### The solution: Experience and connections
A dedicated in-house SEO should be well-versed in modern best practices, understand future search trends, and stay updated on algorithm changes. They should have strong industry connections for support and collaboration. However, as the industry evolves, the network of experienced practitioners shrinks due to retirements, promotions, or career changes. This impacts industry growth, as new practitioners might turn to quicker solutions like paid search and social media for results.
The phrase “a little knowledge is a dangerous thing” rings true for SEO, especially for newer practitioners. Quick, easy, and cheap tactics may violate Google’s terms and harm the site, requiring more costly interventions than regular maintenance by a dedicated SEO.
The choice is clear: invest now, or pay more later.
So, do you still think SEO is table stakes? If you’ve read this far, it’s evident that:
– SEO remains a crucial traffic driver.
– SEO can weaken if not kept current.
– While everyone should know SEO, an experienced and dedicated leader is essential.
