Gartner Research

Follow These 4 Steps to Build Your SEO Strategy

Published: 29 June 2018

ID: G00333760

Analyst(s): Ewan McIntyre

Summary

Search engine optimization is a vital capability, fundamental to a cohesive customer experience. However, marketers often struggle with creating (and maintaining) an effective SEO strategy. Marketing leaders should use this research to inform and structure their brand's SEO efforts.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Step 1: Define SEO Ownership
    • Appoint an SEO Leader Within Marketing
  • Step 2: Create (and Maintain) a Flexible SEO Strategy
    • Set Your SEO Objectives
    • Understand the Competitive Landscape
    • Build a Picture of Where Search Fits in Your Customers' Journeys
    • Monitor and Adapt Your Search Strategy
  • Step 3: Audit Your SEO Tools, Resources and Capabilities
    • Audit Your SEO Toolset
  • Step 4: Tackle SEO Fundamentals

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