SEO has become so overlapped with business purposes, development, user experience, marketing, PR etc. SEO need to step up and see their tasks in a more strategic way. But often they are placed in the wrong department or lack the chance to communicate what they try to achieve. In this session Marcus will use typical product management tactics to help SEOs step up and achieve more. He will use fresh data to highlight why SEO matters so much, and people should start to listen.