SEO is simple in theory but hard to ship. Most SEO efforts fail at the point of execution. That’s due to 3 core problems:
1. Tech teams ship by opportunity size and SEOs either don’t know how to opportunity size or can’t size everything
2. Google Search Console is not an accurate reflection of what’s going on in the search results, which makes search volume less useful
3. Search volume is a flawed metric but necessary for opportunity sizingIn his talk, Kevin will explain how to solve each problem as well as possible to get stuff done.