This document discusses strategies for overcoming common challenges with SEO programs and gaining consistent SEO results. It identifies two primary challenges as organizational challenges around investment and alignment across teams, and executional challenges around predictability and prioritization. It advocates taking a user-centric approach to content and integrating the full user journey. The document also compares different SEO tools and highlights how the ALPS tool drives precision by analyzing, simulating, and predicting ranks. It provides guidance on developing short and long-term SEO strategies, including identifying opportunities, prioritizing efforts, and creating implementation plans focused on pages, authority, and technical improvements.