If you work in SEO then this article will be beyond basic. The target audience for the article is non-digital colleauges and senior management.

-- Context --

Part of my job involves explaining SEO to senior management and non-digital colleauges to get buy in for projects. One of the things I've noticed is that the rate at which SEO changes can be quite daunting for beginners. Plus, as we're all aware, everyone has their own theories, ideas and tactics for how to do SEO - which again can be confusing to non-digital colleauges.

So I like to boil a field down to it's core element, to help beginners better judge the information they're being told.

I've found this core principle helps senior management better filter the sales pitches and SEO articles they get sent. So they don't ask lots of confused questions about "conflicting" tactics.

Don't get me wrong, I still get asked lots of questions about SEO. But the discussion and explanation goes smoother than before.

-- How you can help --

I'm posting the article for my fellow SEOs to give it a sense check. Does the article make sense to you? Can you see any weaknesses in the principle and if so do you have a recommendation for how to improve it?