SEO is an essential element to the marketing role of most marketing departments in most business. The main problem with SEO is that it’s difficult to measure.
It’s therefore important for anyone carrying out SEO for a client or internally to make sure they scream and shout about what they are doing.
Remember often the changes that you make in seoing a website will take weeks to have any real impact, so it’s important to log every single change that you make to the website – you’ve got to be really anal about it, being able to go back is essential, and sometimes you know what? Even this won’t help because your seo efforts are effected by other factors such as the seo efforts of a rival website, or changes to algorithms.
he other thing is you can be adding 20 relevant pages a day with great content however they’ll probably only get what appears to be a small number of visits, maybe a few a day in some cases – so you’ve got to focus on the overall picture and strategy when talking to the decision makers, after all if you can add 20 really good pages a day to a website and you get a few visits to each the seo team are going to be generating some serious traffic overall in a week.
It’s when the accountants get involved that you have a problem – seoing a weebsite is about the future of that website and the busines, it’s not like ppc were the returns are instant, with seo the returns take months and they are incremental and you’ve got to speculate about the success of a page.
If you focus on the individual aspects of seo too much your decision makers will lose sight of the overall bigger picture and start to devalue the seo your are carrying out for them.
As ever in business, and especially marketing, if it’s going to be done you better make sure you can back it up with data and it’s especially true when managing an seo campaign.