Usually, technical factors can be fixed relatively quickly and can turn a site’s visibility around. Also, in my mind, technical factors are things that involve programmatic knowledge and not things that are content related (potato patato).
As I sit at MozCon, I’m reminded of how important SEO is to the overall digital, inbound process. Today, SEO is less of a stand-alone, highly technical activity as it was a few years ago. With the interconnectedness of most digital activities, a discipline like SEO doesn’t exist in a bubble, rather exists in every part of the process. Social interactions, helpful content, site layouts and search visibility all help the bigger conversion picture. The question is “How do you manage the intersection of the disciplines?”
Time was picking keywords for SEO was a fairly straightforward task. You’d identify what you did, you’d figure out what terms searchers used to find your service, then you’d pepper those terms throughout your site. Times they are a changin’.