You may have been doing SEO wrong all along — and what to do instead

Everything you know about SEO is wrong.

Okay, just kidding. But you’ve probably been relying on SEO as a performance marketing tool when, in fact, it’s anything but. In the marketing world, search engine optimisation is often (unfairly) compared to its attractive younger sisters: paid search and social media advertising. Here’s why that could affect how you’re using SEO in your business.

What is performance marketing

Performance marketing is a type of digital marketing that focuses on generating measurable results, such as clicks, leads or sales. It is a data-driven strategy emphasising the importance of tracking and optimising key performance indicators (KPIs) to achieve a measurable return on investment (ROI).

The misunderstanding of SEO as performance marketing may arise from the fact that both strategies require tracking and measuring results.