Here’s a diagram I’ve been using internally to explain the strategies and tactics related to SEO, broken down in three major layers: the foundation, on-page, and off-page factors, and modeled in terms of a network layer model.
A network stack is a helpful way of thinking about this because it implies that each layer builds upon the other, and is dependent on the layer below it. As marketers, we are the architects and optimizers of this stack, and it’s helpful to start thinking about how our decisions at each layer affect (and in some cases marry us) to choices higher on the stack.
On more thought, as I’ve stated, I predict that traditional SEO as a distinct discipline is going to merge with PR. That’s mostly correct, however some aspects are going to migrate to Product Management in my view. I’ll expand on that in a later post.