On the other hand, Elizabeth at ElderPets may be in trouble. One of its primary
goals is to get donations, but its website is currently focused on describing its mission
and founders, and it doesn’t even have online donation capability yet. This could pose
a challenge throughout the SEO campaign.
Remember the big picture here:
The SEO You Have, Not the One You Want
In an ideal world, you could take your Goals Worksheet to your boss and say, “Hey!
We’ve got a disconnect here. Let’s fix it!” But let’s just suppose that
is not the
word you would use to describe your organization. The fact is, your SEO campaign
may need to work with certain handicaps.
Over the years, we’ve worked with a lot of folks who have had to support their
business goals with a less-than-perfect website. Here are the most common reasons
we’ve seen for this:
• There is political opposition to change.
• There are scheduling bottlenecks: everybody else’s project comes before our
• The current marketing team inherited an outdated or lousy website.
• The site is floating along and isn’t really anybody’s responsibility.
Some Interim Solutions
It’s your job as the in-house SEO expert to lobby for a website that will deliver for
your company. But you may be wondering, “If my site is far less than perfect and—for
whatever reason—I can’t fix it right now, should I even bother with SEO?” Probably.
Here are some ideas for approaching SEO while you’re waiting for your site to come
up to speed with your company’s goals:
• Work on getting traffic, but lower your expectations for sales (or whatever
action you want your visitors to perform) for the time being. When you perform
your monthly rank checks during your SEO campaign, you may notice an
upswing in traffic, which you can use to motivate your people to make some
positive changes to the site.
• Ask for “ownership” of just one page, or just one section, and try to bring it
up to snuff. Can’t get a whole page? We’ve had customers who were given just
one chunk of the home page to do with as they wished. Surprisingly, site maps
Pearl of Wisdom:
Your SEO campaign must support the overall business goals, not just your
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