What Your Executive Team Needs to Know About Your SEO Project
Being the only marketer in your company puts a lot on your plate. Your executive team has given you the go for your new SEO project and you may be asking a lot of questions.
You know SEO is important and you know it’s a critical component to your online success. However, it can be extremely difficult to truncate the information for your executives in a way that makes sense. They are going to expect you to have a handle on major aspects of this project at any point in time. Here are some ideas to keep in mind when getting started with your new SEO initiative.
SEO Projects Are Not Short Term Solutions for Long Term Problems
Your boss might be wondering how your SEO project is going to directly impact leads or sales in the short term. The answer is that SEO is not a short term solution. SEO needs a lot of time and attention in order to be effective in the long run. It takes time to research keywords, write content, and optimize all your on page components [title tags, header tags, body copy, etc.]. However, if done properly your SEO work will pay you back in spades down the road. This is especially true if you back up your on page efforts with off page efforts – like paid content marketing and pay-per-click advertising.
Out-sourcing Costs Less than In-sourcing
Unless you have a quarter millions dollars to solely devote to SEO – you’re going to want to hire a firm to take care of the SEO work for you. If you were to choose to keep everything in house then you’re talking about hiring a team full time to take it on. There are many components of your digital marketing initiatives that will tie directly into your SEO project including pay-per-click and social. Relying on a less experienced marketer to produced desirable results in all these facets of digital marketing is a risky move. If you’re going with the option to out-source then there are ways to make sure you select a firm that’s best for you.
Each Business’ Website Strategy Is Going to Be Different
A website that sells car parts online is going to have a different marketing strategy than a project management firm looking for clients. Different types of organizations have different goals for their marketing teams. Showing ROI for an e-commerce site’s performance is different than a company that is investing their marketing dollars in quality, paid content and investing in other digital strategies. How do you assign monetary value to a view of a blog page or product page? It depends on how much these actions are worth to your business and assigning attribution value to each touch point there is with a visitor. Some businesses may want their website’s primary purpose to be for lead generation while other organizations in the same industry may be focused on producing content for that industry. Both strategies work, but they yield results in different ways.
Depending on where you’re trying to make an impact will determine what needs to be measured, why you need to track it, and how you’re going to use that data to make beneficial changes to your content and campaigns.
Think Long Tail for Keyword Solutions
Broad match terms with high search volumes are going to be much harder to rank for than long tail searches with lower search volume and less competition. Here’s an example:
“patio furniture” is a term with over 201,000 searches a month on Google. It’s a monster term. A term with that much search volume is likely to be competitive. However, that particular term doesn’t show nearly as much intent as “buy used patio furniture”, or “purchase used blue patio chairs” which are terms that demonstrate more intent. The searcher is most likely in the purchasing phase of the buying cycle and has already done their research about which patio furniture to buy. The searcher knows they want to “buy used” and therefore Google wants to serve up the best result to fit your query. The way to go about your long tail strategy is to think creatively and find terms that you can utilize in your content and PPC strategy.
Just because a search query may have a lower search volume doesn’t mean the term is weak. In fact, they should be considered the opposite – an opportunity.
Ask the Right Questions
Keeping all of these things in mind will help you ask the right questions when you begin your SEO project. What’s most important is having all the vital components of your website working properly so you have a foundation to build on. This means making sure all your analytics platforms are set up correctly and that Google Webmaster tools is installed properly. Without solid SEO you’re going to run into problems with inbound marketing programs and wonder where you’re falling behind. Make sure you’re collecting all the data you can and start writing quality content. The more content you produce the more likely your site is to get crawled, and in turn, deliver qualified traffic with directed intent to research or purchase.
