A small business technology company was focusing their online marketing efforts on SEO and this approach proved to be effective for several years.
Research revealed relevant keywords in demand from searchers actively looking for solutions in this software category. Existing content was optimized, cross linked and new content was created where needed. Content was promoted to attract links and social shares to ensure a presence on crawlable social media platforms.
But then organic traffic began to slow down in growth and eventually decline, despite following SEO best practices capable of the most specific Google scrutiny.
A decision needed to be made: Will more aggressive SEO tactics be used or was it time to shift perspective?