It is common knowledge somehow among businesses and brands, especially startups, that to be visible on the internet, they have to ‘do SEO’. Now, that’s an approach that will backfire badly on companies that step on to the bandwagon without knowing where they are headed. Startups that try to ‘do SEO’ will only see their budgets and resources drying out but no headway being made. For a successful SEO campaign, you need a business plan. The SEO team is going to support and complement your business goals: they cannot define or lead you!
There are two key areas where ineffective SEO efforts cost you money: getting you a favorable ROI and ensuring better conversions into leads and sales. You can fix the first one by calculating how much you need to spend on SEO initiatives and to what ends they are going to serve. Every brand or company need not try out the entire spectrum of SEO services! You have to pick what works for your brand or startup. Invest wisely and you will see better ROI. As for the second one, you need to work with an SEO team that can deliver the goods for you.
Before expecting your SEO team to go firing on all cylinders, here’s something you need to do for your team: do not interfere unnecessarily. If you knew all the tricks of the SEO trade, you’d be leading the charge, right? Allow the experts to take over and do not fret yourself with Google Analytics and daily or weekly statistics. You outline what you are looking for and let your SEO team do what they know best. Track the progress in holistic reports that do not get into the insides of the SEO plan. But always make sure that your SEO team understands what you want to achieve.
Similarly, from the SEO team’s perspective, the executives must not try to hide their failure to hit targets by talking about technical terms and roll out archives of data. It is not the job of the company’s CEO to make sense of your SEO. The SEO experts must interpret the meaning in the statistics and how far they have been able to crack the business goal. The demands for more resources should be accompanied by valid reasons and tangible results that support those reasons. This is the best way to make the most of your money in SEO campaigns.