We are Often asked if professional SEO (search engine optimisation) can be done effectively using in-house gift. Despite our clear self-interests on the subject, our answer is always a qualified “yes”- you can achieve professional SEO results using existing talent. But for every company we have known that has met with excellent in-house search engine optimization success, we know of many more that have seen their in-house attempts fail. We also have discovered the companies that have succeeded share some common characteristics.
If your organization is considering doing SEO in-house, there are a number of critical questions that you need to address before you proceed.
Do I have the proper tools at my disposal to achieve professional SEO results? Search engine optimization takes time, and your internal SEO expert will have to get a great deal of it at his or her disposal – especially at the project’s outset when target audiences, keyphrases, and optimization schemes are first being established. Perhaps even more important than time, achieving professional SEO results requires a special set of aptitudes. The individual responsible for your internal SEO initiative must possess the capacity to learn quickly and also to look at your website from a macro-perspective, marrying together the needs of sales, advertising, and IT. They can not be an aggressive risk taker, as this is often a surefire way to receive your website penalized and potentially removed from the major search engines. Without enough time to invest in the project or the ideal type of person to execute it, an internal SEO initiative is likely doomed to fail.
Do I know which departments of my company ought to be involved, and will they work with an insider? The search engine optimization expert must work with marketing to learn what types of offerings and initiatives are working offline to help translate them effectively online. He or she should work with sales to identify the kinds of leads which are most valuable so that you can target the right people in the keyphrase selection procedure. And, finally, your SEO expert will have to utilize IT to determine any technical limitations to the search engine optimization recommendations, learn of any past initiatives based on a technical approach, and get the final optimization strategies implemented on the site. However, it’s the duty of the SEO expert to act as a project manager and coordinate the efforts of all three departments if you’re going to get the absolute most from your effort. No professional SEO project can be completed in a vacuumcleaner. For any reason, it is often easier for an outsider to get adversarial departments on precisely the same page, in the exact same manner that a marriage counselor might convince a woman of her undying love for her husband while the husband is still grimacing from a well-placed knee in the parking lot.
Can someone be held accountable for the outcomes? This may seem like a little consideration, but it can have a tremendous impact on the success of this effort. For those who have added this responsibility to some poor soul’s job description with the direction that he or she ought to “do the best you can,” you will be lucky to make any headway at all (especially if the person isn’t enthusiastic about SEO). Whether SEO is done in house or outsourced, someone will have to take responsibility for showing progress, explaining setbacks, and continually improving results. With no accountability, it’s very common to see an initiative fade as the buck is passed.
Can I afford delayed results based on a learning curve? It is a reality – professional search engine optimization expertise has a steep learning curve. While the information on the best way best to perform the basics of optimization are freely available on the web, a lot of the info out there’s also contradictory, and some of it’s actually harmful. It takes time for someone unfamiliar with the discipline to sort the SEO wheat from the SEO chaff (on a side note, a “quoted” search of Google reveals that this might actually mark the first occasion in human history that the phrase “SEO chaff” has been used – we’re betting it’s also the last). In other words, if the person you’re placing on the job has no experience, it will take longer to get benefits. This may not be a consideration if you are not counting on new business from SEO any time soon. However, if you’re losing business to your competition due to their professional SEO initiatives, time may be a bigger factor.
Will it cost me less to do it in house than it would to choose a professional search engine optimization firm? Often, companies will attempt this specialized discipline in-house so as to save cash, and sometimes this works out as planned. However, accurate calculations of the cost of in-house labour that would be involved versus the price of the firm you would otherwise hire should be performed to create an accurate comparison. When making this calculation, also factor in the opportunity cost of this resource – the tasks that your in-house men and women are not able to perform as they’re involved in SEO. In addition, if worse comes to worst and your in-house search engine optimization expert is led astray by some of the more dangerous “how-to” guides available, it can cost even more to repair the damage than it would have to hire a professional search engine optimization firm to perform the optimization from the beginning. And an internal search engine optimization campaign gone wrong can cost even more than the specified fee – sites that violate the terms of support of the major search engines (whether intentional or not) can be severely penalized or even removed, costing you a great deal of lost revenue when potential clients can’t find your website for a period of time.
Can I feel that the end result I will get in-house will probably be equal to or greater than the results I’d have gotten from a professional SEO firm? Search engine optimization can create huge sales opportunities, and slight increases in overall exposure can have not-so-slight gains in your bottom-line revenue. If you believe that your gifted in-house resource will, given enough time, achieve results equal to or more than those that might have been achieved by the professional SEO firm you may have chosen, it might make sense to do it internally. Nonetheless, along with a better knowledge of industry trends, one clear advantage that search engine optimization firms have is the benefit of the expertise and macro-perspective which comes from managing many distinct websites over time. Professional search engine optimization firms can watch a wide assortment of sites on a continuous basis to see what trends are working, what trends aren’t, and what formerly recommended tactics are now actually hurting results. This macro-perspective allows professional Los Angeles CA SEO firms to check new tactics as they appear on a case-by-case basis and apply those results across a broad range of clients to ascertain what the benefit is. It’s harder for an individual using only 1 site to perform enough testing and research to achieve optimum results all of the time, something which should also factor in the equation.
Can I have at least a slight tolerance for risk? Neophytes to Los Angeles CA SEO can make mistakes that can lead to search engine penalization or removal. This happens most commonly when they have an IT background and treat SEO as a strictly technical exercise. We are frequently called in to assist companies who have had an internal initiative backfire, leaving them in a worse position than the one they were in before they began. The simple reality is that you cannot perform effective SEO without marrying your efforts to the visitor experience, but this is not something that is intuitively understood when people approach SEO for the first time. However, professional search engine optimization firms are not perfect either. Some firms use the same optimization methods that violate the search engines’ terms of service and will get your site penalized. Consequently, if you do decide to outsource, educate yourself on SEO and do some research about the company. Know the basics of the company, find out who the firm’s clients are and how long they have been in business, and request professional references – just as you would do with any major business purchase.
If you have considered All the aforementioned questions, and Your answers to all seven are “yes,” your company might be uniquely equipped to achieve professional Los Angeles SEO Expert results in-house. If you replied “no” to some of the first few questions but “yes” to the remainder, it doesn’t necessarily indicate that you can’t perform SEO in-house – only that you might not be in a position to do this at this moment. However, in the event that you answered “no” to any of the last four questions, you might wish to consider outsourcing the job to a professional search engine optimization firm.
A professional Los Angeles SEO firm has the Resources, the moment, the experience, and, most importantly, the Experience, to launch an search engine optimization initiative for your website that will have a Positive impact on your bottom line. Whichever option you choose, it is important that you fully embrace the channel. A half-hearted Initiative, whether done internally or outsourced, can be as ineffective As taking no action at all.