In efforts to increase sales and profitability, more and more companies are turning to online marketing initiatives – specifically, search engine optimization. Search Engine Optimization (SEO) is the art and science of the mixture of technical and marketing into a finely tuned website that is both search engine, ranks well for certain keywords and phrases, and suits your audience a prospective buyer and seller.
According to a recent American study found that only 20% of all businesses outsource search engine optimization programs to professional SEO Companies. The remaining 80% would be to conduct search engine optimization or they believe they have all the resources and skills to do it in-house. Of this 80%, it is likely that 90% of these companies cannot be found on the Web – they do not exist. In order to generate a significant amount of Web visibility, your website must typically rank in the top-30 results.
So, the question boils down to what is in your best interest to the business?
Make your SEO program in-house or subcontract. To answer this question we will first focus on the knowledge, skills and resources necessary to implement and maintain a good program for search engine optimization.
SEO knowledge and skills
1) Basic understanding of how search engines and directories.
This may seem too obvious, but you would be surprised the number of people do not understand how they actually work. This knowledge is the basis of your SEO program.
2) Website design
Although SEO is not completely a technical marketing process, it requires a fair amount of technical knowledge of what constitutes search engine-friendly web design. Some elements of web design can help your search engine rankings or hurt them. Simply knowing who is who.
3) the experience SEO Expert
This is the most important and most difficult to obtain knowledge. If you have never implemented a programme of SEO, then you are in a big surprise. Search engine optimization programs require a lot of research and are extremely tedious. More importantly, they need real SEO experience. That means knowing what strategies and tactics SEO work and those who do not.
In-house vs. out-sourced programmes SEO
If your company is considering conducting your program search engine optimization in the house, here are some questions to consider.
Typically your IT department handles multiple tasks daily troubleshooting your company’s LAN or WAN to fixing the sales department laptop? Over a long IT person of the day, what priority and focus do you think he or she will commit to for your listing? And even if your IT department has some skills in web design or development, these skills represent only a small percentage of the knowledge required for a successful programme of search engine optimization.
Typically, your marketing department juggles many marketing projects and the faces of both the timely completion. From handling new campaigns for print collateral is preparing to launch new products or services, marketing personnel’s time to spread very thin. In addition, our skills and your marketing department is in the technical aspects of web design and search engine optimization? Do they have the time to become well-versed? Do they have sufficient internal resources? Often, the answer to both questions is no, they do not.
Other individual (s) within your company
Well, the responsibility falls on someone outside or your marketing department. Who’s who and why are they responsible for your SEO program? To give interested parties a new “project of the month,” usually result in another tick off their monthly to-do list and frustration by senior management on their website is why not produce results sales.
From a business standpoint, it makes sense to try to mobilize domestic resources to maximize your company’s productivity and profitability – whenever possible. However, there must be a line drawn in the sand between what your organization’s capabilities are and what they are not.
As you can see, there is no more search engine optimization than meets the eye. In order to implement and maintain an SEO program, you must acquire the knowledge, skills and resources. This can be done by hiring a professional search engine optimization of the company. Professional SEO Companys have devoted their resources and experience to support your company’s web marketing initiatives. Building on their experience and know-how, your company can quickly and more effectively successfully implement the program of an expert.
Hayden Koch is the Director of Search Engine Marketing at Internetzone I, Inc., specializing in SEO and ORM strategy.