Search Engine Optimization (SEO) for your website

Here are some possible issues to consider:

• Are there a large number of different people all clamoring for simple changes? If

so, it’s only fair that your request is handled in order.

• Could the task be more complicated than you think? If you don’t have the tech

savvy to know exactly what it takes to get your task done, be very careful about

throwing around the word

simple

• Do the folks in the IT department understand the reasoning behind the change,

or do they think it’s just a whim on your part? Educate on a need-to-know basis;

giving them a solid background will help the process.

If you consistently find yourself bumping into roadblocks in the IT department,

look for some creative solutions:

• If you have cumbersome work request procedures, can the department create an

“Express Lane” for small SEO requests, bypassing the normal pathways?

• Can the department keep your work orders open for a little while, allowing you

to make adjustments?

• Is there an individual in the department that can be “yours” for a certain num-

ber of hours per month? Have a sit-down with the department leadership and

figure out a way to make it happen.

IT tasks needed for your SEO campaign are almost never urgent. This means

that, if you agree to it, they can fit into some of the slower times in the department.

If, like a lot of smaller companies, your IT department is outsourced, you will

probably find that you need more hours—at least up front—to get your site up to

snuff. Although it can be frustrating to wait, stockpiling several little SEO requests and

submitting them on a weekly or monthly basis may save time and money. If your IT

“department” is a friend, it may be time to stop asking for favors and either figure out

how to do it yourself or set up a payment situation. SEO will generate quite a few site

modifications over time, and you’ll fare best if you don’t leave them to the ups and

downs of your friend’s generous nature.

How SEO Benefits IT

Can you believe it? Your SEO campaign can actually be a positive thing for the IT

department. Here are a few examples:

Interdepartmental collaboration

Bringing together the efforts of marketers, word-

smiths, artists, and techies is a very positive thing. Surprising new relationships, new

alliances, and synergies can result.

Recognition for IT

It’s not often that IT tasks can directly result in sales and profits. This

is one of those times. Participating in the SEO campaign can bring the IT department out

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