In house SEO - Going through the Motions

When a company decides to bring SEO in house, it is most often a decision to accept mediocrity as the ideal. If you've seen a Lion, Eagle, or Tiger in a zoo, you're not seeing the animal at its fullest potential. Deprived of its natural environment and instincts, it barely resembles its wild counterpart. When a person inside a company is moved into this position they lack the perspective or talents necessary to be a top flight optimizer. Their spirit crushed and with minimal freedom to learn from other companies doing SEO, they can't grow and produce as an independent professional can.

If an SEO pro does cost more, consider the extra value they can present for your company. If you don't want extra value from them, ask yourself why. With the kind of ROI we offer, there has to be a compelling reason why more from us isn't better.

Sadly, in house SEOs lack the vibrancy and stimulation that a professional, independent SEO enjoys. A professional manages a wide variety of client sites gaining a dynamic picture of businesses, their online marketing strategy, and web site traffic patterns. Having worked as an in house SEO, I can remember how stifling it was and how the quality of work just didn't measure up. Same person, yet different circumstances now. Once freed to follow the best route to achieving client success, the performance really shot up and has for many years.

If you're considering hiring someone as an in house SEO, ask yourself why this person will perform better than an experienced professional. Will the cost of their salary wipe out profits? Will you lose the professional's spirit, innovation, and ability to generate traffic and deal with emergencies? Will your in house trainee be able to help you improve conversion rates and explore other areas of search engine optimization? Is this a downward cost cutting spiral ending up their eventual layoff? This is a common occurrence. SEO is so important that if it fails, the company's bottom line is directly affected.

For real success, stick with your SEO pro. The outside perspective will provide value in many different ways and help you see your company more objectively. You're not business to be second best, so go first class with an SEO specialist consultant. Work with them more closely as part of your marketing team.

Call Bay Street SEO at 416-605-7026 to discuss your business and get answers on tough questions about search engine marketing.

Learn more about SEO issues and challenges such as In House SEO, Social Marketing, Mobile Marketing, Travel Marketing, Hotel Marketing, Video Marketing, Social Media Tools and more in these pages: SEO San Diego, SEO Toronto, SEO New York, SEO Vancouver, SEO Calgary, SEO Seattle, SEO Portland, SEO San Francisco, SEO Miami, SEO Dallas, SEO Houston, SEO Phoenix, SEO Chicago, SEO Atlanta, SEO Denver, SEO Mississauga, SEO Aurora, SEO Anaheim, SEO Montreal.

Choosing Keywords

The process of choosing keywords begins with an examination of your business, what it sells, which products you need to sell more of, which produce the most profit, and how competitive rankings are. Initially, some keyword phrases are too competitive yet if you work at it, you'll be surprised at what you can achieve. The key issue is whether that particular keyword phrases will convert to sales for you. We often start our clients off with the free Google adwords campaign. This gives us a fresh view of real search volume, how desirable the keyword is to other advertisers and mostly importantly whether it actually generates sales. Running this free PPC campaign before committing to a keyword strategy can really help make SEO more effective.

There are plenty of reasons why a particular set of keywords won't produce for your company, however it's better to know which won't convert ahead of time. We use a variety of keyword tools, yet keyword suggestion tools don't indicate which phrases will convert best. It takes skill and judgement to place your Pay per click bets. The truth about keywords is that they are diverse. Ranking on a few phrases won't be enough to sustain your business. Always insist on maximizing traffic.