As companies increasingly pour resources into digital marketing, it’s certain that an SEO campaign will eventually become a part of your strategy. While it might seem simple enough to have an intern whip up a blog or two here and there, that isn’t the most effective way to build an SEO campaign that actually builds your business. An occasional blog post isn’t enough to build the credibility necessary to effectively use SEO marketing. Even hiring an outside firm to handle your campaign isn’t a one-step process. While hiring an SEO team to handle your campaign is a great choice, they can’t do everything for you. Staying involved with your firm will help them make your campaign as impactful as possible.
1. Stay On Top of It
Once you’re busy, it’s easy to stay busy. Between responding to emails, attending meetings, working on projects, and an endless number of miscellaneous urgent tasks, proofreading an SEO post might be low on the docket for the day. You might push your SEO-related tasks back a day, a week, and before you know it, a month has gone by. Indefinitely postponing your SEO posts is a shot in the foot, particularly if you’re still paying someone else to handle it.
The search engine algorithms prefer recent, frequent, and consistent content. Each time you postpone a post, you’re lowering the impact your SEO makes. The key is to keep your SEO posts rolling on schedule, so if you’re so swamped that you’re unable to keep up with them, you may need to find someone else in the company who can ensure consistent communication with your SEO firm.
2. Keep Communicating
Once you have your campaign up and running, check in regularly to keep your campaign in line with your company’s goals. If your business starts to focus on one particular product or service, you should modify the campaign to match or risk sending clients in the wrong direction.
A quick document, meeting, or even a video or audio recording of feedback can keep your SEO team moving in the right direction. Small adjustments will help keep your SEO aligned with your company’s interests, goals, philosophy, and brand.
3. Find a Leader
Using a single representative of the company to interface with your SEO team will keep your SEO operation streamlined and efficient. Each layer of leadership that has a voice in the decision-making process will add time to that process, but most decisions can be made by a single person. Even if your chosen representative needs to run their decisions by other managers, having a single, designated spokesperson means your chosen SEO company only has to wait for sign-off from a single source. That beats waiting on staggered replies from multiple company representatives and bogging down the process. Additionally, any disagreements can be resolved in-house, rather than in a chain of conflicting email responses with your SEO team.
4. Let Your SEO Team Handle the Small Stuff
The urge to micromanage can be strong, but don’t let it control you. Micromanaging projects isn’t just frustrating for the team you’re managing, but it is a time-eater for you, and it distracts from the big picture. You’ve made goals, decided on a campaign plan, and hired a team to implement it. Now let them do their job!
Over-focusing on copy editing or choosing stock photos or quibbling over minor design elements is rarely the most effective use of your time. Choose only the most important issues to address with your SEO team and let them sweat the small stuff. You have hired a team that you believe to be competent—now trust them to do the work for you. If there are large issues that need to be addressed, by all means, let them know, but leave the writing and editing to the writers and editors.
5. Listen to Experts
Steve Jobs once said, “It doesn’t make sense to hire smart people and tell them what to do; we hire smart people so they can tell us what to do.” Just like you should trust your workers to do the work for you, you should trust experts to guide your decision-making.
SEO specialists have years of experience in producing focused content that will channel customers to your business. While it’s up to you to decide what parts of your business you want to promote, who you want to attract in your campaign, and how you ultimately run your company, it’s up to your SEO team to make the SEO part of the equation work. Their job is ultimately to facilitate your goals, not to fight you on minor details. If you’re getting pushback from your team on how to make your campaign more effective, it’s likely they have the experience and data to back it up. Slow down, listen, and learn. Then make your decisions alongside the experts with the best information available.
6. Good Things Take Time
A costly ad blitz can generate quick results, but SEO is a slow and steady approach that cuts costs and generates long-term success. Initial results may take a little longer, but an SEO campaign will create a more sustainable, cost-friendly ad campaign that builds on itself. The longer you stick with it, the more credibility you build as a brand that appears on the first page of search engine results. Abandoning an SEO campaign early will leave you stuck in obscurity, wasting the time you spent building it and without a path forward in effective digital marketing.
Whether you’re figuring out how to grow a hardware business or run a home building business more effectively, hiring an SEO company is a powerful way to boost your revenue, as long as you use them effectively. A thoughtful campaign, communicated and managed appropriately, with experts and experienced team members doing the work, will reap huge benefits for you and your business.