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A modern search engine optimization (SEO) strategy is a non-negotiable for CMOs who want to compete today. But where do you start when
SEO is always changing? We’ve got 7 SEO best practices to help busy leaders stay ahead in SEO and embed it into a broader business strategy.
1. Accept That SEO Is Alive and Well
SEO isn't dead. But it is always changing. SEO has been around since the mid-1990s (evolving right alongside the internet itself), when marketers realized that optimizing website content could influence how and where pages ranked in search engine results. Over time, SEO transformed from simplistic keyword placement to a sophisticated strategy interdependent with content, UX, technical performance and AI-driven search behavior.
Today, SEO is a critical long-term investment for businesses—especially in industries like
healthcare marketing, where trust, visibility and compliance matter.
Did you know? Enterprise-level companies allocate a significant portion of their marketing budgets to SEO. Building out comprehensive SEO programs, including technical audits, content creation and link-building campaigns, can cost anywhere between $20,000 and $100,000+ per month, especially in competitive markets.
2. Align SEO with Business Objectives
SEO shouldn’t be relegated to a mere marketing tactic. It deserves a seat at the table—and it’s most impactful when there’s true SEO business alignment with the metrics that drive growth. That means building a clear line of sight between your SEO activities and measurable business impact by:
•Mapping SEO initiatives to key business KPIs
•Evaluating SEO performance alongside paid media, email and other acquisition channels
•Attributing leads and revenue back to SEO with integrated reporting
When SEO is aligned with broader business objectives, it stops being an afterthought and starts becoming a growth driver.
3. Prioritize Content Strategy Over Keyword Stuffing
Despite what some brands may still believe, modern SEO strategy isn’t just about keyword stuffing, word count and quality backlinks.
Modern SEO strategy rewards quality, not quantity. Google prioritizes helpful,
relevant, original content that enhances the user experience. (Your prospects do, too.)
Instead, focus on:
- Authentic, search-intent-based content (What are your prospects typing in the empty search field?)
- Technical SEO hygiene (site speed, structure, accessibility)
- Human-friendly content (written by real people who solve real problems)
If your content strategy revolves around content that provides real answers and real value, not just checking a box on keyword density, you’re on the right track.
4. Champion SEO Internally
CMOs can become SEO evangelists across departments—from marketing to product to executive leadership. Promoting its value internally can help unify teams and unlock broader support.
When embraced cross-functionally, SEO can drive:
- Lead generation
- Customer acquisition
- Customer retention
- Brand positioning
- Brand trust
Investing in SEO not only generates high-quality leads but also reduces cost-per-lead (CPL) and customer acquisition cost (CAC), leading to better ROI over time.
5. Stay up to Date on Trends & Algorithms
SEO isn’t a set-it-and-forget-it kind of thing. Google rolls out core updates several times a year, and AI-driven search is changing the game faster than anyone can say “
Google AI Overviews.”
Assign someone within your organization to:
- Monitor evolving best practices
- React to major changes without panic
- Maintain consistent technical and content optimizations
Enterprise websites (those with over 10,000 URLs) have in-house SEO teams comprising six or more members. These teams typically include roles such as SEO strategists, technical SEO specialists, content creators and analysts.
6. Partner with SEO Experts
If you can’t devote significant hours a week to SEO and you don't have deep SEO expertise in-house, partner with an SEO expert.
An experienced SEO partner can:
- Audit your current performance
- Create a roadmap aligned to your growth goals
- Implement scalable, ROI-driven strategies
Outsourcing has become a strategic approach for businesses aiming to enhance efficiency, reduce costs and access specialized talent—especially for small businesses with limited resources.
7. Foster Continuous Learning
SEO is complex, and it’s not slowing down. Empower your team to stay current through workshops, certifications or by working closely with industry experts.
Change can be overwhelming, but for brands willing to embrace a learning mindset, SEO can be a powerful competitive advantage.
Continuous learning isn’t just good for SEO—it’s a smart business practice for any organization that wants to grow, adapt and stay competitive.
Built for Real Results
Modern SEO strategy is no longer about quick wins. It’s about alignment with real business goals, earning trust and delivering value at every stage of the customer journey. At Roger West, we make it happen with senior talent, custom strategies and deep industry expertise.
Let’s talk SEO.
FAQs: Modern SEO for CMOs
Why is SEO important for CMOs?
Because SEO affects every stage of the funnel—from awareness to conversion. It directly supports growth, brand visibility and long-term acquisition.
How can I measure SEO’s business impact?
Track KPIs like organic traffic, cost-per-acquisition from SEO, conversion rates and keyword rankings aligned to revenue goals.
What should I look for in an SEO partner?
Look for transparency, clear strategy, industry expertise and measurable results. Avoid black-box tactics or overpromises.
How does creating content help improve SEO performance?
Creating high-quality, relevant content plays a central role in improving SEO performance. This approach—often referred to as content-driven SEO—focuses on addressing user intent, answering key questions and aligning with the topics your audience is actively searching for.
How often should we update our SEO strategy?
Every day. (Ha, just kidding.) But really, it’s an ongoing endeavor. Audit performance quarterly and adjust tactics based on organic search trends, algorithm changes and content opportunities.
Roger West Creative & Code is a full-service digital marketing agency that helps companies build brands, generate leads, and keep customers inspired and engaged. The agency provides a dynamic environment for marketing pros to innovate and team up with clients to drive traffic to vibrant places and send messages that pack a punch.
