SEO isn’t a one-time project -- it’s an ongoing process. Your site’s content has to be constantly refreshed, inbound links added regularly, and your keyword strategy tweaked according to market trends and performance metrics. And that doesn’t even take into account ongoing changes to search engine algorithms that make any page’s ranking susceptible to fluctuation over time.
The bottom line is that SEO should be a constant focus for your marketing team – and your agency partner. It’s more than just a few structural fixes, a burst of link building, and a one-time content generation push.
In fact, MarketingSherpa’s “2012 Search Marketing Benchmark Report – SEO Edition” found that marketers who have a formal SEO process that they routinely perform tend to convert 150% more leads than marketers who have no formal process or guidelines for performing SEO.
So if you find a firm proposing promising big improvements from a one-time SEO “package,” you’re not going to achieve all the benefits that SEO can bring to your business – and you’re likely to be looking for help again before you know it.
But part of the burden is on you, too. Even when you outsource SEO, someone from your team should be intimately involved with the entire strategy: understanding the tactics they plan to use; contributing to keyword research and content creation; working on link-building; and so on.
You need a long-term relationship with good communication and a commitment to ongoing SEO maintenance. If you don’t have that with your current SEO firm, look elsewhere or consider bringing SEO in-house.
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