As more and more organizations recognize the value of search marketing, many are choosing to
As search marketing becomes more established as an industry, the pool of job seekers with some knowledge of the field increases accordingly. Therefore, organizations no longer have to rely on a handful of SEOs who know the special ‘tricks’ to get a site ranked. They can hire knowledgeable staff and pay for additional training to get them up to speed to do a job for them. That’s the theory, anyway.
This development fails to take into account the vital role of experience in shaping a search marketing campaign. SEO changes at a dramatic rate. What works today is not necessarily going to work tomorrow. Having the knowledge of what happened yesterday and what changed yesterday is an immeasurable advantage. This type of knowledge is not usually conveyed in training courses or conferences. It comes only as a result of experience. So, how do you ensure your search marketing staff acquires this experience? One answer is to hire a consultant specializing in strategy, and implementation to come into your organization to help with the set up of the department, and the training of your SEO staff.
Setting Up an In-House SEO Department
If you are
SEO consultants can also provide guidance in handling search in relation to company politics. How will the department fit into the organization? What budget will be allocated to search marketing? Who will take executive responsibility for the department? How will the department interact with the IT function? Who will audit the department? And perhaps most importantly – how will you communicate with and help educate other functions of the organization?
Occasionally a consultant will be
The Campaign Implementation
The majority of outside consultants are
- Determining the campaign goals – both on a micro and macro level,
- Setting up processes,
- Determining who will be responsible for processes, and,
- Setting up a structure to track, monitor and report on the campaigns.
It can also be beneficial to have the consultant regularly audit the campaign results with a view to improving them. They can help identify opportunities that are being missed and problems with the current setup. They can help define strategies that work and can offer advice on strategies that may be out of line with search engine guidelines. They are also usually aware of all the tools and analytic packages out there and can guide the organization towards the one that will work best for their special needs.
Experienced consultants can provide SEO training within the department. Additionally, they may be available to participate in cross functional training, so that staff in other areas will understand the role of search marketing, enabling them to contribute to the overall success of the campaign. A qualified consultant will draw on their expertise to tailor the training to the needs of the individual company. During the process, they may undertake a skills audit to assess which proficiencies are in place and which are missing. Once this is determined, a customized training plan can be constructed and implemented.
One of the biggest challenges of
An SEO consultant can also be used to manage special one-off projects. This is a very cost effective strategy as you only utilize them when a need arises. It is also useful to have access to them so that you can
An experienced consultant is a useful resource for an in house search engine marketing department. They can be on hand to help with a multitude of challenges that a department faces on a day to day basis. They can also be available when a special project comes along or a challenging situation develops.