If you’re in a company that hasn’t made full use of SEO marketing yet, guess what? You’re a bit behind the times. But don’t worry, it’s never too late to catch up with this remarkably profitable form of marketing. The startup is the easy part! It gets tougher in actually overseeing the whole program, which is inevitably a little theoretical and conceptual rather than solid or tangible, and because of these traits is generally not easy to immediately grasp the full implications and effects of. So, if it’s so vague and challenging, what can you even do to ensure a maximum profit outcome as a result of an SEO marketing program?

SEO must be a marketing priority. With the help of a good SEO you be able to stress the importance of SEO to your team. The director of marketing, the president, web designer, and IT support will participate in the process but  may have different priorities. Getting everyone on side will speed the process.

Familiarizing yourself with the basic workings of SEO marketing is also a good idea. The internet is nothing but an ever-growing hive of free information, and there’s a lot of terrific informative material out there you can use to teach yourself the things about SEO you don’t know already. At the very least you should have a working grasp of the common lingo and the mental concepts in use.  You can’t analyze and have an opinion on something you don’t understand, and if you can’t formulate an opinion on your SEO marketing, you can’t very well determine if it’s doing well, now cna you?

However, be careful not to get so deep in studying that you begin to second guess your SEO vendor. They have the experience and knowledge that you lack, with a firm grasp on all parts of the process. Although it’s empowering when you begin to understand SEO, it can be very dangerous to your results if you direct your vendor too sternly. Do your due diligence to choose a competent, reliable vendor, then rely on that due diligence to assuage your fears about them down the road. And remember: any vendor should be happy to see that you took the time to understand the basics, and should be willing to answer any tough questions. They should also be transparent about their methods and processes – don’t work with companies that aren’t.  However, if you’re comfortable with your vendor, let them do their job.

While good SEO advice can seem a little strange, bad advice will be obvious. It can be difficult to understand the benefit of RSS feeds and link exchange, but these concepts aren’t flawed.  However, a good vendor won’t suggest techniques such as link farms, hidden text, or cloaking – these kinds of sneaky moves violate search engine guidelines, and can cause your site to be blacklisted rather than pushed to the top of the results. If you take the time to understand the basics, you’ll be able to spot rotten apples this with ease.

But, “rogue SEO’s” have damaged many websites by convincing site owners to allow them to engage in practices such as If you have educated yourself enough about SEO to be conversant in the terminology and techniques, you should be able to smell the odor before you step in the poop. The best SEO campaigns can have hiccups. Occasionally, search engines change their algorithms. For example, Google’s “Jagger” update caused many well-designed SEO campaigns to lose ranking. Google has made it difficult for new domains to rank well and inbound links must age for 6-12 months before they rank well with Google. On the other hand, many clients have benefited by Google’s changes.

Measure your results. All campaigns need clear metrics to chart success. A high-level web analytics system like Click tracks 6 is essential to track your results. You may tens of thousands of dollars on SEO so be sure that your optimization decisions are based on complete, well-tracked information. Be very cautious about using an SEO who does not offer advanced web analytics.

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