How many SEO specialists have risen to the position of Chief Marketing Officer? I don’t know, but it’s a small enough number that I couldn’t find one on a casual google search.
Why is a channel that can drive more traffic to a site than any other hardly represented at the top level within organisations?
I think the answer to that is that we talk a different language and we frequently fail to turn it back into measures that a CMO understands; that a CEO understands and can relate to the P&L statement.
So, we’re not selling SEO any more. We’re selling visibility (awareness), traffic, engagement, conversion and sales. And, now, we’re also selling vision and data.