All of these different touchpoints form one customer’s journey.

It’s no longer about whether a person came from organic or paid or social, but how each channel met their needs and moved them along to the next step.

6. Champion SEO as the Voice of the Customer

Different enterprise stakeholders are looking to SEO for different insights.

The CEO of the company doesn’t want to see keyword ranking fluctuations or a list of how many technical errors were resolved on-site this month.

She wants to see the brand’s revenue driven from search, share of voice, and other results tied directly to business goals.