It's not obvious where a search-engine optimization specialist should be placed within a modern corporate structure, writes Bob Tripathi. However, embedding SEO in marketing still makes more sense than placing them in IT or communications, as the emphasis should be on a holistic incorporation of SEO principles and project efficiency. "SEO is a critical component of driving business growth mainly through customer acquisition and as a result marketing is the place for [SEOs]" he writes.

Related Summaries