THE PROBLEM Organic search is a zero-sum game where some brands in the industry will take the preferred position at another brand’s expense. Content marketers and SEOs must keep producing content that users are looking for and answering their intent with relevant highly functional content. THE SOLUTION As head of SEO at BrightEdge, Newton used the standard playbook of discover, benchmark, create, optimize, and measure content. The rst step he took was to form SEO Team, which is made up of the SEO team plus people who create content from Customer Success, Sales, and Product Management. They meet once a week to plan and track progress. Starting with a site audit and Recommendations, they reviewed the site for technical issues and set up a regular cadence plan to address them, esp

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