Search Engine Optimization (SEO) for your website

In fact, your SEO campaign is likely to be challenged by your bulk, both in

terms of your website and your organizational structure.

Challenge: Internal Bureaucracy

From an organizational perspective, your SEO chal-

lenges are often a result of “too much.” Too much in that your site is likely to be run

by committee: designers, IT department, copywriters, and coders not to mention the

executives who, with a single comment, can have you all scrambling in different direc-

tions. We know how pressed you are for time, how many different people in your

organization are all putting their dirty fingers in the pie that is your website, and we

know what a struggle it can be to get any changes made on your site. Here are some

very common SEO tasks; see if you can get through this list without cringing about

how many individuals you’ll need to complete them:

• Convert graphics to HTML text.

• Edit elements of the HTML code on every page of the site.

• Remove or reduce the use of Flash.

• Create a specialized text file called

robots.txt

and have it placed in the root

directory of the site.

• Set up a web page redirect.

• Rewrite page text to reflect more commonly searched terms.

The takeaway here is that you’ll be putting a lot of extra time into internal communi-

cation and organization. You need to know your team and get them in your corner if

you want to succeed at SEO. In other words: Get your team on board. It’s so important

it has its own chapter in this book!

Why is this door always

so sticky

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