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Some Reasons Your SEO Integrations Fail
SEO is a more popular concept between the companies for marketing and getting more business
through internet. Every small and big companies considering bringing their SEO work in house to better
integrate SEO in the digital marketing follow rather than to keep it siloed as completely separate
projects. It is a welcomed new trends notify the facts that the SEO has many touch points and often
times depends on many other departments .However is so far and never come easy. I have worked with
more number of companies as they have went through going through the process and near all have
struggled to make transformation . Here the top some reasons why the companies have failed to
integrate the SEO Services into the digital marketing process.
La
ck of
Under
stand
SEO
Impact
:- If the SEO
department
do not
clearly
understand
how their
work Impacts SEO and how SEO helps their performance. It is likely they do not want to
work with the SEO team as it only seems to create additional work of them.
Solution:-
Solution for this problem fact is by the incorporating SEO into their workflow from early
on, it would prevent them from having to make changes to what they created and would
actually reduce their workload especially for IT and web design .For the digital marketing
team involve social media (Facebook, twitter, LinkedIn)they could improve their
campaign performance by send and sharing posts and messages landing page testing
results . Customer behavior data with SEO team. SEO team must conduct their outreach
program to the other departments to gain the trust, understanding, and cooperation by
educating them about the relationship between the SEO and their specific responsible
areas. By taking a role based knowledge transfer each area can easily understand how
they impact SEO performance rather than trying to learn all things SEO.
Old Corporate Policies and Standards:-
Let’s face it, while SEO has evolved so much over the years, but many companies are
still using the best practices and corporate policies from the Bronze Age of the Internet.
IT’s responsibilities are focused on the sites uptime, security, web design and in most
cases the operation team’s responsibilities end when a page shows up on browser. The
crawl ability, relevance detection and visibilities of the web site to the search engines
are not their concerns.
Solution:
You need to search out some way to update the policies and standards used
for different department to incorporate SEO connected things. The twenty first century
IT and net operations groups ought to embrace “the SEO Engine
Friendliness” like server error handing, direct setting, and electronic
computer crawlability in their needs. Check with folks to blame of these policies and
standards and raise to be enclosed within the update discussions. whereas the
IT manner may goit's going to not be the most effective manner for search and
educating them on the variations goes a protracted thanks to dynamical method for the
higher.
No Motivations and Incentives
Traditionally, many companies have the siloed organizational and evaluation system
that create a competitive environment within the company among the departments,
which does not encourage cross over work among them. Furthermore, during the
budget discussion, these departments have to fight over their budget for tools,
marketing, and other resources. As mentioned previously, they are responsible for web
operational performance and not necessarily revenue generation or SEO performance.
Solution:
Create a project based reporting mechanism and marketing budget rather than to set
the budget per department. Include the organic SEO performance KPI’s in other
departments’ reports such as IT, Web, and Content. By making they share in the
outcomes they will be more inclined to work with you.
Changing existing routines is difficult. Further, changing the process alone will not
accomplish effective SEO integration. Get the buy-in from other departments and
executive by educating about how SEO performance is important to them is one of the
keys to the successful SEO integration. Also, work with the IT side to help them achieve
their goals as well is a great way to reciprocate. Find out what they are struggling to get
funded or approved and identify a way you can leverage Search to help them move the
project forward.
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