Saturday, 18 July 2015
Some Reasons Your SEO Integrations
Fail
SEO is a more popular concept between the companies for marketing
and getting more business through internet. Every small and big companies
considering bringing their SEO work in house to better integrate SEO in the
digital marketing follow rather than to keep it siloed as completely separate
projects. It is a welcomed new trends notify the facts that the SEO has many
touch points and often times depends on many other departments .However is so
far and never come easy. I have worked with more number of companies as they
have went through going through the process and near all have struggled to
make transformation . Here the top some reasons why the companies have failed
to integrate the SEO Services into the digital marketing process.
·
Lack of
Understand SEO Impact :-
If the SEO department do not
clearly understand how their work Impacts SEO and how SEO helps their performance.
It is likely they do not want to work with the SEO team as it only seems to
create additional work of them.
Solution:-
Solution for this problem fact
is by the incorporating SEO into their workflow from early on, it would prevent
them from having to make changes to what they created and would actually reduce
their workload especially for IT and web design .For the digital marketing team
involve social media (Facebook, twitter, LinkedIn)they could improve their campaign
performance by send and sharing posts and messages landing page testing results
. Customer behavior data with SEO team. SEO team must conduct
their outreach program to the other departments to gain the trust,
understanding, and cooperation by educating them about the relationship between
the SEO and their specific responsible areas. By taking a role based knowledge
transfer each area can easily understand how they impact SEO performance rather
than trying to learn all things SEO.
Old
Corporate Policies and Standards:-
Let’s face it, while SEO has evolved so much over the years, but
many companies are still using the best practices and corporate policies from
the Bronze Age of the Internet. IT’s responsibilities are focused on the sites
uptime, security, web design and in most cases the operation team’s
responsibilities end when a page shows up on browser. The crawl ability,
relevance detection and visibilities of the web site to the search engines are
not their concerns.
Solution:
You need to search
out some way to update the policies and standards used for different department
to incorporate SEO connected things. The twenty first century
IT and net operations groups ought to embrace “the SEO
Engine Friendliness” like server error handing, direct setting,
and electronic computer crawlability in their needs. Check with folks to
blame of these policies and standards and raise to be enclosed within
the update discussions. whereas the IT manner may goit's
going to not be the most effective manner for search and
educating them on the variations goes a protracted thanks to dynamical method for the
higher.
·
No Motivations and Incentives
Traditionally, many companies have the siloed organizational and
evaluation system that create a competitive environment within the company
among the departments, which does not encourage cross over work among them.
Furthermore, during the budget discussion, these departments have to fight over
their budget for tools, marketing, and other resources. As mentioned
previously, they are responsible for web operational performance and not
necessarily revenue generation or SEO performance.
Solution:
Create
a project based reporting mechanism and marketing budget rather than to set the
budget per department. Include the organic SEO performance KPI’s in other
departments’ reports such as IT, Web, and Content. By making they share in the
outcomes they will be more inclined to work with you.
Changing existing routines is difficult. Further, changing the
process alone will not accomplish effective SEO integration. Get the buy-in
from other departments and executive by educating about how SEO performance is
important to them is one of the keys to the successful SEO integration. Also,
work with the IT side to help them achieve their goals as well is a great way
to reciprocate. Find out what they are struggling to get funded or approved and
identify a way you can leverage Search to help them move the project forward.
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