Original post from Search Engine Land
Fact #3: Plug-Ins Can’t Replace An SEO Expert
You can’t just “install SEO” quickly and easily. A WordPress plug-in cannot cover all aspects of search engine optimization. If you believe that SEO only means checking off boxes in a plug-in’s settings on your website control panel, it’s time to change.
Many businesses lose out on opportunities because leaders and in-house marketers lack knowledge and skills to dominate at organic search.
An expert can use SEO to make your marketing stronger and prevent expensive mistakes. Common errors — like website code changes that negatively affect SEO, or installing plug-ins that slow down your website, or not running SEO audits from time to time — become easy to avoid.
Technical SEO, which you must work on before installing an SEO plug-in, includes planning out several aspects of your website, such as information architecture, website structure, navigation, internal link architecture, etc.