### **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
---
#### **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.
---
#### **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.**
---
#### **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
---
#### **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
---
#### **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
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lukeheinecke
philnottingham
davetheseo
ipullrank
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raygrieselhuber
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productmarketing
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