Most consumer journeys begin with search, says Felina Tan of Kaizen. Which is why brands should put SEO at the center of their marketing strategy, rather than treating it as an add-on.Every marketer knows SEO. It’s been a cornerstone of digital marketing since the ‘90s, helping brands stay visible and relevant. And yet, when budget season rolls around, SEO often gets shoved to the bottom of the priority list despite its undeniable impact on visibility, brand equity, and revenue.Why does this keep happening? Is it a lack of understanding? A bias toward short-term wins? Or do marketing and procurement teams not fully grasp just how much SEO influences brand positioning and the bottom line? Read more here