What’s important to understand about SEO is that in order for a campaign to be successful, all business decisions need to be considered. If SEO operates by itself in a silo, it won’t be working at its full potential. Within an organization, all team members should be on board with an SEO strategy and willing to share what’s going on in their department with the SEO provider. For larger organizations, that might be an in house SEO Specialist. For small to medium sized businesses, that may be an outsourced SEO company. If so, the SEO company needs to be viewed as a part of the team. Keeping the SEO company out of the loop can result in missed opportunities or an SEO campaign that isn’t quite hitting the mark. Internal business decisions affect important components of an SEO campaign like the keywords that are targeted, the content that is shared, and how social media will be executed.
The following are just a sampling of important business decisions that affect an SEO campaign:
- Changes to the website
It may seem obvious to keep your SEO partner in the loop about website changes but for some reason many website owners forget to mention it, or casually mention it as part of a conversation when it may be too late. Making drastic website changes can have a huge impact on SEO results if certain items aren’t implemented properly. The worst thing that could possibly happen is changing your website and ruining all of the hard SEO work that you’ve been putting into the site for years. Website changes are necessary every few years to keep things fresh, but website owners need to be smart about it. Pull the SEO team into the process right from the get go so that they can work with the website designer/developer that may not have any SEO knowledge or understand how certain changes can affect SEO. Once site changes have been made, an SEO provider can monitor tools like Google Analytics, Google Webmaster Tools, and SEO Moz to ensure that things remain consistent.
- Other marketing decisions
SEO is a powerful way to market your business, but very few businesses can survive by only investing in SEO. The search engine algorithms are always changing and any site can become vulnerable over time. That’s why it’s important to continue to market a business in other ways. An SEO campaign can leverage these other efforts. The PR team should run press releases by the SEO team for optimization recommendations and improvements. The advertising team should provide the SEO team with a list of places that run ads so that the SEO team can look for link opportunities. The events team should provide a trade show list so that content can be shared in social media about those trade shows. Almost any marketing effort can be turned into an SEO benefit in some way if you take the time to look for opportunities.
- Changes to services/products/offerings
In order to survive, businesses need to evolve over time. It’s unlikely that exactly the same products or services are offered that were offered 5 years ago, or even just a year ago. An SEO campaign needs to reflect what is going on in the business currently. Not keeping your SEO Specialist in the loop can result in the wrong keywords being used and new pages of the website going un-optimized. If a new product or service is added, new keyword research should be conducted. If pages are going to be eliminated from the site, an SEO provider can make best practice recommendations for doing so. As a business evolves, the SEO campaign needs to evolve along with it.
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