@Kevin_Indig Just had this conversation with a company last week. They wanted SEO, but their total TAM is maybe 10K companies, they sell to CTOs, and have a six-figure ACV. Told them I would get active on LinkedIn (both paid and organic) and start a podcast interviewing CTOs—not SEO.

@being_skyler Probably the right call that SEO isn’t valuable in this case. Sounds like a sales-driven business.

@Kevin_Indig How would you validate the channel? Paid search ads? Not exactly the same

@DKossnick No. By investing a bit in it and then critically questioning the results.

@Kevin_Indig Maybe they were hit hard by the iOS privacy updates and are desperate to find an alternative to paid ads.

@theandreboso that definitely is part of the run on SEO right now

@Kevin_Indig Content marketing overall has become a playbook that I see rushed into and then abandoned

@joeDmarti Also agree on that

@Kevin_Indig Lately? :)

@seo_notebook Yep. Always been a problem, but lately it’s been extreme for various reasons.

@Kevin_Indig Is this an attribution problem? E.g. unable to attribute post-sign revenue to a specific channel / page?

@nickfromseattle Sometimes, but it’s more so a channel-fit issue.

@balibones Most enterprise companies, tons of DTC and SaaS companies, etc. The best heuristic is "If Google went away tomorrow, which business would survive vs. die?"

@Kevin_Indig We are actively advising companies in initial discussions that our service is not right for them because of precisely this. We know you think you want SEO, but we know you'll hate us if we don't deliver.

@I___DEREKflint Right!

@Kevin_Indig totally agree. And agencies (we also do) often take everybody. That is not good. The outcome is frustration on all sides.

@OgerGolg exactly

@Kevin_Indig Or rushing into it without having sufficient development and copywriting resources

@FreelanceDanSEO also that!