he digital user journey has become increasingly elaborate over the years. What once looked like a simple process (search, find, convert) is now enriched by the diversity of media, devices, options and possibilities offered by modern technology.
Both in B2C and B2B industries, prospects need an ever-growing number of touchpoints over a range of channels before making an informed decision.
Having specialized in SEO, I started noticing that “traditional” SEO processes and recommendations were no longer enough to fit these modern multi-touch journeys. They sure could drive traffic to the website, but CRO (conversion rate optimization) was still a pain point. I found myself exploring UX practices (such as accessibility, information architecture, etc.) more and more, finding a lot of overlaps with SEO. And yet, UX is treated like a completely separated discipline, with different teams and professionals working in a stream that hardly merges with SEO.
Not only: digital marketing often works on a third, separate lane, not caring too much about SEO or UX. These three disciplines share a lot of goals and best practices, but they never found the perfect synergy to work together. Working in clusters prevents brainstorming, knowledge sharing, and potential wins.