Doing SEO –
Consider the example of advertisement. You pay for ads in a newspaper; you find those ads published in those pages. You pay for ad slots on TV; you can watch the commercials on air. There is a simple relationship, between the effort you put in, and the result you get out of it.
Now think about the example of SEO. You are ‘ doing SEO ‘, as the commonplace parlance goes. And what happens? Do you see your brand hitting the top of the ranking heap simply because you made some changes off-page and on-page?
There is no direct effect of what you do, when you talking of doing SEO and the result that you get. At best, you can affect the factors responsible for search engine ranks. It is never something that is totally in your control. This is why no SEO team can predict search engine ranks, nor can they say for sure that they will hit the top 10 ranks at all! This is why doing SEO is one of the most challenging tasks. You are constantly wondering if you are doing SEO the right way.
Doing SEO means the combination of various departments. These departments can be broadly classified into three teams: the leadership team, the development team and finally, the content team. Let us look at these teams closely now.
First up, let us talk about the leadership team. This is the decision-making wing of the SEO process. It is the management, the guys with the whip. They decide on how the whole cascade is going to come down. The vision has to come from the leadership team. They decide on the goals and the objectives.
There is a clear reason why they must spell out the route map before the other two teams get into the action. This team will decide on how the SEO initiatives will work. If the leadership does not understand the road ahead, and comes up with a workable plan, SEO efforts will not work out. For example, if the leadership keeps too stiff a target, it may lead to unscrupulous means of achieving them. Like, picking up paid links to boost ranking chances.
It is the duty of this team to align everyone on the same page and make communication easy across the board. This team is also responsible for reporting, analyzing and testing methods.
Next up is the development team. This is the clearly the team that builds up the website and looks after its platform, including security. This team works on the on-page and off-page functions of the website. Their job is to make the site friendly to search crawlers. They have to ensure that the web pages are easy to index and rank. They will also work towards facilitating the job of the content team, that is, to publish content.
The third wall is the content team. As the name suggests, this team will come up with content in all forms, like infographics, videos, blogs, web pages, etc. The content team is tasked with the job of catering to the tastes and preferences of the target consumer group. This team will also work towards making the content visible on the SERP charts. Relevancy of content is another responsibility of this team.
It is your job as a digital marketing manager to bring all these three teams under one umbrella, much like the arms of the executive, the legislative and the judiciary. It is not possible for you to micro manage every department here, so you need competent professionals to do the job.
Doing SEO, therefore, is more than just logging into Google AdWords or checking keyword ranks obsessively. You have to bring the disparate elements together. The challenge is mainly because you don’t know how each of the contributing factors can influence search engine algorithms. You can work with some calculated guesses, at best!
SEO is a dynamic field. Changes happen in a rapid state, giving little time to turn tables. Doing SEO is also about keeping these three different departments stitched together. That is the success of building up a formidable SEO team.
SEO professionals alone cannot make up this department. You need content and web developers.