This is part three in a series of posts that we hope will help our readers better understand search engine optimization (SEO), by first understanding what it’s NOT.
It’s often the case that business services (like payroll, for example) can be performed in an automated fashion, requiring little oversight from you. It’s a common misunderstanding, however, that search engine optimization falls into this category. Perhaps the day-to-day part does, but there are aspects of SEO that, in order to be effective, do require close coordination with core business operators on an ongoing basis - there is no “set it and forget it” SEO.
Outsourcing your payroll requires some up front involvement on your part - agreeing on the settings and available options - and then for the most part payroll can wholly outsourced to a 3rd party. The difference with a service like search engine optimization is that, like other areas of marketing, the efforts have to reflect the current business strategy (which can change or be modified from season to season).
Additionally, the results of any SEO efforts need to be measured on a regular basis - to know which efforts are yielding the best results. And the SEO strategy itself needs to be modified accordingly. Modifications to the SEO strategy might include additions or changes to targeted keywords and writing of additional articles, press releases, or other website copy. These types of adjustments, if not coordinated with business objectives, can lead to an SEO campaign that performs at less than its potential.
There absolutely must be close communication between search engine marketers (or any marketers, for that matter), and business operators. If you want to launch a successful SEO campaign, and plan to outsource the heavy lifting, you should still be prepared to be involved in the effort along the way.
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