This talk will cover a framework for identifying SEO tactics that are going to drive long-term growth by assessing ROI, and how to ensure that the audience’s SEO strategies are not just chasing the “new and shiny” aspects of SEO.

The audience will take away:

• a framework for identifying the return on investment for organic activities
• how to apply that framework to determine if new tactics like TikTok SEO or LLM optimisation, are going to be valuable
• how to discuss the value of SEO to business stakeholders who may be distracted by recent trends or fear mongering about the future of search