2009年1月5日星期一

In House SEO Adoption

There's not much information available on the rate of adoption of in-house SEO, but driving some of the demand is poor experiences with SEO services companies. Some of the results delivered may have been disappointing and other times it was believed the SEO provider could do magic, and make Google behave and accept a Web site and keyword positioning that was inappropriate. Other times, the SEO provider couldn't interface with competing in house stakeholders and get them to work together to appeal to Google's needs. The company then considered bringing it in-house so that magically, everyone would come onside and work together to achieve organic search visibility, and Google would step in line with the company's preferences.

In dealing with corporate clients, I do often act as intermediary between competing internal departments, holdouts, and others who don't understand or appreciate the business value of SEO. However, in the end, the company itself must see SEO as important and not something done by the "temp." It has to be organized by an executive who champions the cause of SEO - obviously the visionary who can see the huge potential. Bringing a newbie in and giving them a desk to sit at, will not do much to solve internal squabbles and create respect for SEO. In fact, it will often degrade the perception of SEO and what is really needed for your company to succeed.

An important truth about Search engine optimization projects is that once they're up and running, only ongoing maintenance and development are normally needed. With the bulk of the work correctly implemented, there's no need for an in-house specialist. So before you get saddled with a yearly salary for questionable performance and lost opportunity, consider the true value of an SEO consultant who is dedicated to top results. There's no reward for 5th place.

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