Each Department Should be On Board with SEO
A business has two options when it comes to implementing an SEO campaign. It can have the SEO work done in house or outsource the work to a trusted SEO firm. In either scenario it’s important to keep in mind that SEO can’t operate in a silo. Input will be needed from different departments of the business in order to execute a balanced SEO campaign. While a small business may not have as many people involved, things can get complicated within a large organization.
Before getting started with SEO each department needs to understand that an SEO firm is being hired or a campaign will be executed in house and that they will probably need to be pulled in at some point during the process. It is imperative that top management needs to be on board with the campaign and understand SEO and how it fits into the marketing plan overall.
Within a large organization there tends to be a lot of red tape and departments don’t want to be accused of stepping on each other’s toes. However, a good SEO strategy will be integrated into many aspects of a business- the social media department, content department, web development department, PR department, marketing department,etc. will all need to be pulled in at some point and there needs to be a process for how it will be done.
Within a large organization there tends to be a slow turnaround time on approvals. If a process is set into place from the get go to ensure that things move along, the campaign will be much better off. SEO is already a slow moving process. Once the on site portion of SEO has been completed, the link building process is ongoing. It takes time to achieve search engine trust and see an improvement in ranking. If there is no process in place regarding approvals for the execution of an SEO campaign that results in time that is being wasted. That time could be spent on working on additional SEO items instead of waiting around for an approval from the higher ups.
When there are many departments that are involved in the execution of an SEO strategy, it’s important to make sure that all items are communicated properly from all parties that are involved. If you are working with an outsourced SEO provider the best option is to have one point person that can relay the information. If there is no direct point of contact it can result in lots of confusion. The SEO provider shouldn’t be shuffled around from the Communications Department to the PR Department to the Web Content Team, to the Social Media Department to the Webmaster or IT Director. When this happens it is difficult to get much accomplished because nobody is on the same page.
One of the biggest challenges for a large business/website getting involved in SEO is to understand the chain of command and to develop a streamlined process to get approvals through quickly. Without a process in place an SEO campaign will be very limited.
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