Every Business Decision Affects SEO

Written by Nick Stamoulis

While SEO is an online marketing tactic, it’s important that it doesn’t operate in a silo. If SEO is kept separate from every other business decision that is made it won’t be working at its full potential. This is why it’s so important to have all team members on board with the SEO strategy and to understand how SEO can be affected by what’s going on within the company. If you have decided to outsource SEO to an SEO company, think of them as a team member and keep them informed about any changes that might be going on. Business decisions can affect everything SEO related including the keywords that are targeted, what content is shared, and how social media will be executed.

The following business decisions have a direct impact on an SEO campaign:


Other marketing efforts


SEO is extremely important in today’s day and age where everyone is looking for products and services online. However, SEO should never be the only way that you market your business. The search algorithms are always changing and any site can be vulnerable. SEO works best if it’s integrated with other marketing efforts. For example, SEO should be integrated into PR by adding relevant keywords and links into a press release to be distributed by a paid service online. Examine where advertising is paid for to see if you can also get a link online. Create content to be shared that is based on trade show appearances. Utilize keywords throughout content marketing efforts and in social media hashtags.

Website changes


From an SEO perspective, making drastic website changes can be a scary thing. You’ve spent all of this time and effort building up a search presence for a website and a few small mistakes can really ruin all of that hard work. Web design changes are necessary every few years to keep things fresh but you need to be smart. Pull your SEO team into the process early on so that they can work directly with the website developer/designer. Web developers aren’t always SEO savvy and certain changes could affect SEO success. An SEO team can make recommendations and then monitor SEO tools like Google Analytics, Google Webmaster Tools, and SEOMoz to ensure that things remain consistent.

Rebranding


Most businesses need to keep up with the changing needs of consumers which may mean changing the business model from time to time. Certain products or services may be removed and others may be added as a business evolves. These are key items that need to be reflected in an SEO campaign. An SEO Specialist can make best practice recommendations for adding and removing pages of content. If a new product or service is added, new keyword research will need to be conducted and those keywords will need to be incorporated naturally into the anchor text that is used in content that is distributed throughout the web. An SEO campaign needs to evolve along with the business or there will be lots of missed opportunity.

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