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Here are my thoughts and opinions and philosophy on this, I could be off and wrong but it’s what I’m thinking:

  • Stacking s-curves in technology means planning for the next thing that will be coming down the pipeline in 3, 6, 12, 24, 36, 72 months.
  • The technological lifecycle forces tech companies to constantly be innovating. Apple is the perfect example of this, disrupting themselves constantly.
  • Google, Tesla, Amazon, Microsoft, Meta, all follow this concept – they are always out innovating.
  • For the same reason, in SEO we should always be stacking s-curves, especially for the fact that we are tied to Google for 90% of what we do.
  • So if Google is stacking their own s-curves, disrupting themselves as a search engine and platform, then we have to match it and keep up.
  • Likewise with our SEO strategy, when we find the alpha, we should exploit that, while also planning for the next s-curves.
  • The more you do black hat SEO, the more you have to innovate and stack s-curves faster. This can work for some who can continue to do that but many get burned out.
  • SEOs should think more like startups: find the value they are delivering, continue to deliver it cheaper and better
  • I think the average SEO is much slower to change than the average startup engineer. They are much less efficient as well. But they are often better with words.
  • SEOs are often terrible general marketers. Those that are both are a unicorn and rare and often rise in the c-suite and leave SEO.
  • That’s ok, as the biggest opportunity and reason to stack your SEO s-curves is to get to that alpha brand status.
  • Amazon and Apple still care about SEO, but it’s on easy mode for them because of their brands. They’ll never be link building.
  • Some public marketing SaaS companies are still very much link building and are quite aggressive about it. Wouldn’t be surprised to see them spending $1 million a month on link building activities. Not many, but there are some.
  • So, time should be dedicated monthly to R&D – probably 10-20% of time, on identifying where you’re at on the s-curve, what’s next, and how to prepare for it.

Joe Robison

Founder & Consultant
Joe Robison is the founder of Green Flag Digital. He founded the agency in 2015 and has been heads-down scaling content marketing and SEO services for clients ever since. He is an occasional surfer, fledgling yogi, and sucker for organized travel tours.
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