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This is a presentation I prepared for Star Group to demonstrate the value of SEO and search tactics for each department. It helped integrate SEO more fully into overall strategies.
Full integration of SEO into agency marketing teams is more like Search Conversion Optimization, since it goes further than the simple on-site (or even recent social) SEO that is commonly expected of SEOs at agencies. Agencies that create an SCO instead of hiring an SEO are at an advantage.