It’s a wild time to talk about SEO in the marketplace. Search is undergoing the biggest shift in a generation—Large Language Models are gulping down the internet like it’s the world’s biggest milkshake, and Google, astonishingly, seems to be on the defensive. We are, for better or worse, living in interesting times.
Despite the upheaval, optimizing your site for search remains a worthy pursuit. The chaos in the search landscape makes it even more crucial to work with experts who read Search Engine Journal, if not for fun, then with great interest.
At its core, our approach to SEO is to treat it as an acquisition channel. Ranking in search engines is not an end in itself, it's about building awareness among potential customers and becoming what one of our principals (Martin) calls “the right answer to your customer’s question.”
We start with a diagnostic to ensure that technical SEO passes the platform checklist. This is the foundation of optimizing for search engines. Once the technical specs are met, we move on to on-page optimization and then build content to support pillar pages. For ecommerce sites, these are often collections or flagship products.
SEO has a bad reputation for taking a long time, being expensive, and being difficult to measure. And sure, there is no big red “rank me” button. But like planting a tree, the best time to start serious SEO work was 20 years ago, and the second best time is today. We have seen real changes in rankings and corresponding revenue in as little as three months. When combined with other integrated growth services, considering SEO is a smart piece of the puzzle.
