The SEO Stack

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.

A model for SEO that adopts the network-layer model for thinking about SEO

A model for SEO that adopts the network-layer model

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.

Jeremy Bencken

Jeremy Bencken

Jeremy Bencken co-founded BuzzStream and served as Chairman in our first few years. Before that, he co-founded, which he grew into the leading global source for ratings and reviews of apartments before selling it to Internet Brands. Currently, Jeremy runs Wordloop, a performance-based content marketing company in Austin, Texas. Jeremy also serves as an advisor to Sparefoot and inHabi, and is a mentor with Capital Factory. You can find Jeremy on Twitter or Google Plus.


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