The SEO You Have, Not the One You Want

There are enough elements to worry about that you could spend far more time than you can afford to invest in trying to achieve the SEO you have in mind. However, search engine optimization doesn't have to be such an onerous task that it can’t be accomplished not if you understand what it is and how it works?

So for most web marketers, search engine marketing and the attending SEO represent a major component of their online marketing mix. It’s not the only thing you should do to market your business online, but it may be the most important.

Related TopicsSEO and SMM: Understanding the Value of Social Links


Take a look at what you've written on your Goals Worksheet. Is there a disconnect between your business goals and your current website? Is your website focused on  info or, worse yet, executive bios instead of your business goals? Or does the website provide mostly content geared toward supporting existing clients when the primary business goal is to gain new clients?

Some Interim Solutions 

It’s your job as the in-house SEO expert to lobby for a website that will deliver for your company. But you may be wondering, “If my site is far less than perfect and for whatever reason I can’t fix it right now, should I even bother with SEO?” Probably. 

Here are some ideas for approaching SEO while you’re waiting for your site to come up to speed with your company’s goals:

  •  Work on getting traffic, but lower your expectations for sales (or whatever action you want your visitors to perform) for the time being. When you assess your website’s performance, you may notice an upswing in traffic, which you can use to motivate your people to make positive changes to the site.
  •  Ask for ownership of just one page, or just one section, and try to bring it up to snuff. Can’t get a whole page? We've had customers who were given just one chunk of the home page to do with as they wished.
  •  Use your powers of competitive analysis. Take special care to note if your competitors’ sites are doing things well in the areas in which your site is lacking. This may motivate those in power to give your recommended changes a higher priority.
  • Focus on off-page SEO activities. While you’re waiting to get your site spiffed up, you can always work on improving inbound links, attracting new Twitter followers and G+ followers or posting news and specials on Facebook.
  •  As a last resort, if your current site is so hopeless that it’s actually doing your business more harm than good, you might decide to take drastic measures and disinvite the search engines. 

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