Increasingly, it seems as though SEO needs to be a complete organisational approach rather than a marketing channel, and this way of thinking is backed by Keith Goode.

Keith says: “The SEO who secures buy-in isn't selling rankings, they're selling resilience.”

What kind of resilience are you selling?

“More specifically, it's organisational resilience.

One of the challenges that you will face as an in-house SEO, and oftentimes as a consultant for companies, is getting buy-in for the things that you're recommending for sites – and this problem evolves just like our industry evolves.