Chris Alderman shares that in 2024 you should focus on outcomes rather than outputs, and that best practices are great but they need to lead to your site being found easier. Discussion points include: What do you mean in practice by focusing on outcomes rather than outputs? What sort of outcomes do you like to focus on? How does this alter your SEO strategy? How does this alter your SEO activities on a day-to-day basis? You say that focusing on outcomes can make it easier to find a site - what do you mean by that? How does focusing on outcomes rather than outputs impact the way that SEOs should work with other marketing functions?