Search Engine Optimization (SEO) for your website

We have worked in many situations in which team participation was less than

ideal for an SEO campaign, and we know how this can reduce the campaign’s effective-

ness. What happens when those carefully prepared page edits aren’t implemented, key-

words aren’t incorporated into site rewrites, or a planned-for PPC budget never comes

through?

Besides being very frustrating for you, it can be a huge waste of time and money.

Here are thoughts for keeping the enthusiasm going within all of your departments:

Marketing, Sales, and Public Relations

Marketing, Sales, and Public Relations make up a corporate SEO trifecta. Get all three

excited about your SEO campaign and you’ll have built your “brain-trust” foundation

for success. Here’s some food for thought that might come in handy when you need to

deal with these departments.

Marketing: VIPs of SEO

In most organizations, the majority of the tasks relating to SEO will be performed by

people in the marketing department. We’re guessing you’re a member of this depart-

ment yourself. It’s a natural progression: the marketing department may already be

handling the website as well as

offline marketing

such as print ads, television, radio,

billboards and

online marketing

such as banner ads and direct e-mails.

The marketing team will likely be instrumental in the SEO tasks like keyword

brainstorming and research, writing text for descriptions and page titles, writing

pay-per-click (PPC) ad copy, managing PPC campaigns, and executing link-building

campaigns.

The folks on the marketing team have, quite literally, the skills to pay the bills,

and they probably don’t need any convincing that SEO is a worthwhile effort. What

they will need, however, is some organization and some focusing.

What does your marketing team know about the importance of robot-readable

text, keyword placement, and PPC campaign management? Maybe a lot. Maybe noth-

ing. Maybe they know something that was worthwhile a few years ago but is now out-

dated. Since you’re in charge of the SEO team, it will help you to know what the

general knowledge level is and then think of yourself as the on-site SEO educator.

Pearl of Wisdom:

Without your team on board, SEO suffers.

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