Remove the Red Tape on Your SEO Campaign

Written by Nick Stamoulis

An SEO campaign is an ongoing process. It’s not like a one off promotion or advertising campaign that runs for a limited amount of time. Therefore, it’s true that there really are no “hard, fast” deadlines but at the same time, the longer that you put things off the longer it will take to see results. SEO needs to be viewed as a priority within any organization that is implementing an SEO campaign in order to keep the process moving along smoothly.

A common barrier to SEO success is the red tape that companies impose upon themselves. Within some organizations the approval process can get completely out of hand. In order to work efficiently an SEO company must work directly with the client. The SEO firm specializes in SEO but the company specializes in its product/service/industry which means that feedback on SEO work is required throughout the duration of the ongoing campaign.

The SEO campaign begins with keyword research which is handed over to the client for approval. Ideally, there are only one or two people that need to review and approve this keyword research. If it has to be looked at and analyzed (possibly over analyzed) by ten different people that all have ten different schedules and ten different opinions it can take forever. The same thing is true when it comes to approval of the on site recommendations. Once keywords are finally approved it will take some time to go through and make the recommendations. The longer the recommendations sit in front of the client, the longer the site is sitting unoptimized.

This is an area in which small businesses actually tend to have the upper hand over large corporations when it comes to SEO. A large corporation either has in house people doing work that is related to SEO (content marketing, public relations, event teams, etc.) or outsources the work to various agencies. Since SEO is tied to each of these entities the company requires that the SEO firm work directly with each of these people/firms and at the same time doesn’t “step on their toes”. This can take an enormous amount of time to get SEO items approved. On the other hand, a smaller business doesn’t have this issue. There’s a good chance that a small company that outsources SEO might not even have anyone currently doing their content writing or their PR. For an SEO firm this actually works better because the SEO firm can have complete control over any SEO item that needs to be implemented without first checking with multiple people/departments/firms for the OK.

If the SEO firm essentially can’t do its job because SEO work is too often caught up in red tape, the SEO firm can’t be blamed when minimal (or no) SEO gains are seen within the first 6 months of a campaign. This happens all the time. The client complains, “I’ve been doing SEO for months, how come I’m not seeing any improvements?!” However, if it took four months just to get keywords/on site recommendations approved, you haven’t really been doing SEO for 6 months.

If you’re thinking about implementing an SEO campaign, specifically if you are looking to hire an SEO firm, be aware of the process and do what you can to ensure that approvals move as quickly as possible.

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