Search is evolving, and the rollout of Ai and a changing landscape has led to many industry heads to talk about multi-platform search and the need for SEO teams to broaden out from the silo they often find themselves in.
Here’s the real reason SEO teams aren’t rushing to collaborate with the Social team, the Marketing team, the Brand team, and everyone else: Those teams often don’t think they need SEO.
And to be fair… they’re kind of right.
But also – they’re kind of not.
Because while their performance might not depend on SEO in the traditional sense, there’s a lot to gain by working together. Everyone would be doing better work if they did.
SEO isn’t dead, but it has to evolve. It now needs a much broader, brand and marketing-focused lens. But even as SEO teams try to get a seat at the table, those other teams often don’t see the value. Why would they? Their algorithms and KPIs aren’t “impacted by SEO” in any obvious way… or are they?
Data is currency for in-house relationships. If you want a seat at someone else’s table, you’ve got to bring something they actually want. Something useful. Something that makes their job easier, better, or faster.
So here’s a starting point:
What SEO Can Bring to the Table:
- What people are actually looking for – the words and phrases customers use to find your products on-site
- Real-time trend spotting – searches for x are up 60% week-on-week… should that be in an email? What’s causing it?
- Gaps between demand and stock – what people expect from you (but you don’t yet offer)
- Question-based searches – what people genuinely want to know
- Search uplift – brand vs non-brand, and how awareness is shifting
- Search and social crossover – which platforms are influencing search, and can SEO insights boost social engagement?
What Social Can Bring to the Table:
- What’s driving engagement – and what isn’t
- Customer confusion – what they’re asking, what they don’t understand
- How people really use the product – insights you won’t get from search
- Audience insights – the language, tone, and behaviour of your community
- Relevant creators – who’s talking about your industry, and where
What Marketing & Brand Can Bring to the Table:
- Promo calendars – key campaign dates SEO can support
- Brand themes and tone – so search content aligns with the bigger picture
- Long-term planning – which can inform SEO content roadmaps
If you’re in SEO and struggling to start that conversation across teams, just ask yourself:
What do I have that could make their job easier?
Because that’s how you get in the room, and once you’re in, the work gets better for everyone.
And if you’re still not sure how to bridge that gap, drop me a message. I’ll help fill an awkward silence.