SEO

Organic is a channel with a P&L, not a checklist. It should be funded and defended on the same terms as paid — which means it has to be attributed properly and shipped on a cadence the team can actually hold.

Where I start

Not with a keyword list. With the queries that already convert, the crawl budget being spent on pages nobody should reach, and the templates slow enough to cost impressions. Technical debt comes first, because content published onto a broken base is an expensive way to learn that lesson.

Content that actually ships

The most common failure is abandonment — a plan that assumed more writing capacity than exists. I size the pipeline around the team you have, with briefs that carry the search intent and the internal linking decided up front, so publishing never stalls while someone works out where a page belongs.

Attribution, so it stays funded

Organic gets automated UTM handling and revenue attribution, so the channel reports in money rather than positions. That is what keeps it in the budget when someone asks what it returned last quarter.

What you end up with

• A technical base that stops leaking crawl budget and speed
• Briefs built from intent that already converts
• A publishing cadence the team can hold without heroics
• Organic revenue reported next to paid, on the same terms