Why Your SEO Isn’t Working, And It’s Not The Team’s Fault

Over the years, I have been asked to audit numerous enterprise search programs, transforming them into world-class solutions.

Time and again, I found that the SEO teams were smart, capable, and executing the playbook, but the results weren’t materializing.

Rankings were volatile. Organic traffic plateaued. The executive team grew frustrated. Eventually, someone asked the inevitable: “Is our SEO team underperforming?”

Most of the time, the answer was no. The team wasn’t failing; the system around them was.

This article explores the structural,…