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AI summaries have been a nightmare to deal with. We've started to optimize for them as well with some success, but this is obviously still a very troubling development that makes me question what the future is going to look like. Welcome to zero click internet.
I’m new to this community. I’m a CEO of a fast growing tech company out of Indianapolis. I have always struggled to get exceptional digital marketing support especially in the areas you mention like SEO and E-commerce. Firms have either been too large or leverage people who don’t know their thing as well as they promise. Contractors and full time hires can be fairly narrow (not all). Any tips on how a $15M company gets it all done effectively and efficiently?
I was the head of marketing (with a specialty in SEO/organic growth) for TenantCloud leading up to our acquisition by a private equity firm.
The answer to your question largely depends on what industry you're in, and the niche that your brand is focused on.
But generally speaking, at that stage, you need a generalist (like I was for TenantCloud), not a specialist.
SEO is a broad field. A generalist who is good at most things (and is willing/able to figure things out on the go that they aren't familiar with) will get you further than a specialist who's narrowly great at 1 or 2 things and can't see the forest for the trees.
Specialists can be hired down the road either through direct hire or on contract as-needed.