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From Inefficiency to Impact: Why Marketing & E-...

From Inefficiency to Impact: Why Marketing & E-Commerce Need Separate CMS Solutions - Wayland Myers

### **Brighton SEO Deck Summary: Marketing Pages vs. E-commerce Pages**

In today’s search environment, marketing and e-commerce teams often find themselves fighting for control of the same digital real estate. But trying to force both teams onto a single platform leads to delays, missed opportunities, and wasted resources. **This deck makes the case for separating marketing from e-commerce — giving each team the platform it needs to win.**

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#### **The Core Message: “This is the Way”**

The deck opens by reframing how organizations should approach web architecture:

* Give **marketing teams** their own platform — separate from the CMS or e-commerce stack.
* Free up **engineering teams** from the constant backlog of marketing requests.
* Empower both to focus on what they do best — without stepping on each other.

---

#### **Why This Problem Exists**

Many companies falsely believe “There can be only one” platform to rule their entire web presence. This thinking leads to:

* Lost revenue
* Bloated engineering roadmaps
* Millions wasted trying to retrofit platforms never designed for SEO or marketing

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#### **Understanding Platform Misalignment**

The next section unpacks the key differences between CMS, e-commerce, and marketing functions — and why they aren’t compatible:

* **CMS platforms** prioritize internal content management, not SEO or other marketing needs.
* **E-commerce platforms** optimize for transactions, not engagement.
* **Marketing** requires control, speed, and scalability — but typically gets the lowest priority.

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#### **What Marketing Actually Needs**

Marketing pages need:

* Content depth, schema markup, FAQs, charts, CTAs — all the signals search engines (and AI tools) are looking for
* Tools for internal linking, canonical URL management, and scalable, AI Enhanced content generation
* A system that supports rapid iteration, A/B testing, and ongoing optimization

Trying to cram all of this into a product or e-commerce page ruins both experiences.
**Separate them — and you unlock the full power of each.**

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#### **Real-World Proof**

Using Advance Auto Parts as a case study, the deck shows how separating platforms:

* Allowed them to generate **millions of content-rich, SEO-optimized pages**
* Captured **over 54% of organic traffic**
* Freed up engineers to focus on core functionality
* Empowered marketing to test, learn, and scale quickly

---

#### **Why It Matters More Than Ever (AI-First Search)**

In the age of AI-powered search (Google AIO, Perplexity, etc.):

* Rich marketing content is what fuels AI summaries and in-line citations
* E-commerce pages are too stripped down to be useful in this new model
* Winning at SEO now means winning with **marketing pages**, not just product grids

---

#### **Obstacles & Objections**

Common objections are tackled head-on:

* “Our platform has marketing features” — but not at scale, and not for real SEO
* “We’ll build it ourselves” — expensive, slow, and almost always suboptimal
* “We need to own the IP” — but companies outsource non-core systems all the time

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#### **Your 3 Paths Forward**

1. **Build It**
Costly, slow, and distracts marketing from marketing
2. **Buy It**
Proven tech with faster time-to-value
3. **Bolt It On**
Inject content into your existing stack without replatforming

Each has pros and cons, but **any of them is better than trying to make e-com your SEO platform.**

---

#### **What to Look For in a Marketing Platform**

3 Core Capabilities:

* **Content Creation** — AI-enhanced, scalable, internal (proprietary) data-driven, always fresh
* **Page Building** — New pages, enhanced existing pages, controlled internal linking
* **Site-Wide Controls** — SEO at scale: titles, URLs, sitemaps, testing, automation

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#### **The Final Message: A Truly Better Way**

The deck concludes by urging companies to:

* Stop wasting time forcing e-commerce platforms to do what they were never meant to do
* Give marketing its own platform and autonomy
* Choose the right path (build, buy, bolt-on) based on your needs, but **act before opportunity costs pile up**
* Prepare for AI — because SEO is already changing, and those with flexible content platforms will win

Avatar for Wayland Myers

Wayland Myers

September 22, 2025
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Transcript

  1. From Inefficiency to Impact: Why Marketing & E-Commerce Need Separate

    CMS Solutions Wayland Myers CEO, MarketPage /speakerdeck.com/waylandmyers /in/waylandmyers
  2. There can be only ONE! But, why? Lost Opportunity Misuse

    of Marketing & Engineering Resources High Cost
  3. E-Comm Incompatibility No Content Creation Dupe Content URLs No Space

    for Content No Internal Linking Priority is on the Transaction
  4. What is an E-comm page? Search Results & Product Detail

    Pages https://shop.advanceautoparts.com/c2/transmission-fluids/82162
  5. Proof in the Pudding 9 million Pages 54% of all

    Organic Traffic 793k ranking keywords 115k in top 10 15.4 million clicks 892 million impressions *Pages indexed and performance from last 12 months as of 8/12/25
  6. AI Search Visibility Starts With Marketing Pages Topical Depth &

    Breadth Drive Brand Awareness Structured Data & Schema
  7. Isn’t That a Coconut? Our Platform Does That! We Can

    Build It! Must Own the IP! It Will Cost More!
  8. Buy It (Find a Partner) Has Proven Features Lower &

    Knowable Cost Continually Improved for You Marketing is not Building
  9. Bolt It On Still Faster to Market Lowest Cost Light

    Internal Resource Cost More Comfort from the Business