Eric Chen is an engineer on Heroku's Ecosystem team. With him are Justin Abrams and Michael Rispoli, who run Cause of a Kind. Cause of a Kind helps organizations with their SEO strategy and implementation; Justin engages with the brands on a marketing level, and Michael looks after their frontend development. The goal for SEO has evolved beyond just having the right metadata appear in search results. It's also about understanding how to make better business decisions, both through marketing strategies as well as organizational and technical planning to create products that serves consumer's needs.
Organizations are investing more in frontend experiences more than ever before, from SPAs to even providing virtual and augmented reality experiences. Michael believes that developing sites with an SEO-first mindset almost inherently leads to a better product, because your performance and accessibility improvements will be noticeable to your users, even if you're trying to get better search ranks. In the end, both marketing needs--getting people to visit your site--and frontend development concerns--making sure people can use your site--are no longer two distinct issues.