In-house SEOs need to prove their worth beyond organic search. Avoid falling into the one-trick pony trap by broadening your impact and adding value to multiple areas of the business. Make yourself indispensible and it may just save your job! (Especially during a recession) An article I recently read offers some good ideas for adding value to your in-house SEO job. Here are some of the highlights:
Involve yourself in all stages of the buying cycle. For example, don’t limit yourself to just the search phase and SEO tasks. Begin earlier and suggest the need for articles, guest blogs, etc. to raise product awareness to people not necessarily looking for it (which will incidentally also help rankings).