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In my previous article, “Closing the Digital Performance Gap,” I made the case that web effectiveness is a business issue, not a marketing metric. The website is no longer just a reflection of your brand – it is your brand. If it’s not delivering measurable business results, that’s a leadership problem, not a team problem.
But there’s a deeper issue underneath that: Who actually owns web performance?
The truth is, many companies don’t have a good answer. Or they think they do until something breaks. The SEO team doesn’t own the…
