SEO is a marketing function, and like many other marketing function its goal is to help your organisation grow and prosper for their work. For a business, this could mean bringing in more revenue. What makes SEO different from any other function in your organisation is the depth of its influence on every other role that influences and touches the website.
SEO is also a bit strange compared to some forms of marketing as much of it is nonintuitive. As an SEO Consultant you could explain things to people and they will look at you as if you have three heads. Building an SEO culture requires that you get the organisations as a whole to accept a few very important facts:
One is that organic search engine traffic is essential to the growth and success of the organisation. Search engines impose some specific constraints on how you can structure your website. Search engine success requires specialised marketing programs. And lastly embrace these limitations and requirements and you can gain a strategic advantage over your competition.
These concepts are pretty high level and simple by design, that’s if you can get all parts of the organisation buying into them, this will have a very powerful impact on your chances for success. Once everyone agrees that SEO is needed you will have taken the first step in building an SEO culture.
The most important bit about this is that you will have all team members aware, at least at a basic level anyway of how SEO will affect them. Before the senior makes a sweeping policy decision about something, they may pause to consider the SEO impact and get the advice they need on the topic. Before the developer implements something in a particular way, they are likely to make sure they are doing the right thing from an SEO point of view.
To build an SEO culture at your organisation you need to institutionalise SEO by integrating SEO into everyday business activities and making it a part of everyone’s job description. Successful SEO will not be the result of your in house SEO practitioners, it will come from a collaboration with everyone who influences and touches the website.
RECENT Comments