By understanding how important an SEO project is you'll see it requires a proactive plan in place to respond to how sites may be negatively or positively impacted Many recommendations by experts leave out the fact that they may require a group/committee in place to ensure success and to measure that success. The last thing we want to see is anything negative happen to a site and feel most companies may already have a great internal team possible to make decisions on organic results, but not for a technological, marketing and/or user-experience requirements.
An SEO group for your company should work to make sure sites's are evolving, checking and responsibly handling SEO to make sure they do not drop off the face of ANY search engine but instead bubble up to the top of many search results across a variety of engines. The goal should be simple -be number 2-3 on the first page across all search engine type results. This group would be tasked with using their talents to figure out how to best implement site changes and meet to report on how to proactively update the site. Meetings would be held throughout the week to discuss methodologies for implementation, intelligent code practices, snapshot or screen capture placement across search engine sites, along with competitor analysis and snapshots, Omniture or Google Analytics results (if available) VS. current on page results, check Internet-wide back and site linkage, monitor content and provide best practice analysis across a variety of areas. Group meetings would include my team and possibly 2-3 other people from within the sites corporation in order to have a probable and real measure of search engine related results. Once we have an accurate method on a test area or product, we repeat the process across the site to increase their marketability and exposure online. If we have an accurate measure, we can use this for promotion, help sales and to increase our their marketing efforts internally without having to add extra resources increasing the ROI for this venture.
The SEO group’s initial responsibility would be to have a ‘consensus’ within the group for best implementation methods via title, keywords, descriptions, site linking and back linking in one test arena based on the documentation provided by our team once we have analyzed your site vs your competitors and what natural or organic results your site tests against. We build a report by checking your site and running a keyword tool to see what common words appear and measure that against your goals, your products and your content to see if there is a natural balance to your sites content in relations to search engines. We would measure current and future results using snapshots from a variety of engines, research competitors, test optimization algorithms, use Omniture or Google Analytics reporting (if available) in order to use real data for implementation, check what can be done regarding code practices, and finally content optimization. This will inevitably increase viewership and allow us to truly measure where a client's site is lacking regarding content from the user perspective but will also allow us to be proactive with chang. If you have a team that’s diverse enough you can tackle many areas in the future rather than scramble to figure out how to fix something or how to repeat the result. I know there may be a variety of ways to go about this but here’s my suggestion:
Group involvement would include:
- Tackle One Area for preliminary testing, to deteremine the proper SEO balance for a client's site
- Snapshot current location across all engines - Snapshot linking across sites and engines
- Check natural keywords for site traffic using Omniture reports vs on page keywords
- R&D - Continuously check data per key pages for optimization every week – see if site is negatively or positively affected
- Documentation
- Use information for other areas, continuously testing and reporting.
- Plan on how to drive pre, during and post analytics to drive user consumption and traffic to the site.
- Test new marketing strategies based on implementation practices possibly targeting specific browsers and engines
I invite any company to sit down with us to discuss how to facilitate the best proven methodology along with documentation to improve your site's content while being proactive in measuring and driving the results. We acknowledge that this is not a one-man-show. Just as Google changes their algorithm and has a team to do just that I feel your plan needs to evolve in order to get users where we want them to land as a team.
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By Zeus Perez ::) | May 27, 2008
How to SEO within a company. I understand how important an SEO project is but would like to offer a proactive plan in place to respond to how sites may be negatively or positively impacted. I believe many of the recommendations make sense across the SEO community but have yet to see how implementation is possible within a company. In order to solve this issue I’ve formulated some easy steps for a company to proper perform SEO.