actually represent good SEO opportunities, and it may be easier to convince
your boss to give you ownership of yours!
• Use your powers of competitive analysis. As you go through your Prep Month in
Chapter 6, “Your One-Month Prep: Baseline and Keywords,” take special care
to note if your competitors’ sites are doing things well in the areas in which your
site is lacking. This may motivate those in power to give your recommended
changes a higher priority.
• Focus on
SEO activities. While you’re waiting to get your site spiffed
up, you can always work on removing outdated listings and cleaning up old
links to your site.
• As a last resort, if your current site is so hopeless that it’s actually doing your
business more harm than good, you might decide to take drastic measures and
disinvite the search engines. We’ll show you how in Part III, “Your SEO Plan.”
SEO Infighting at UpperCut and Jab, Inc.
Here’s a true story involving UpperCut and Jab, Inc.(company name and some identifying details
have been changed to prevent embarrassment), which provides IT consulting and solutions for
large businesses. One of the company’s primary goals is new client acquisition.
In this corner:A Sales Force with Very Practical Needs
They like to have lots of corporate
information, white papers, and case studies online.They use these as sales tools while they are on
the phone or on the road in a meeting with potential clients. Sounds like a great use of a website,
and one that doesn’t require any SEO or any sort of call to action.With their hands already full,the
sales team does not want to waste their time responding to unqualified leads.
In this corner: A Marketing Team with a Vision
The marketing team, on the other hand, would
like to see the website gathering leads.They want a functioning request for information (RFI) form
and a generously budgeted SEO campaign to drive traffic to it.
The plan of attack
Both departments have good points, but the burden is on the marketing
team to fine-tune the SEO campaign so that incoming leads are high quality and not a waste of
anybody’s time or money.
So who wins?
Unfortunately, nobody.The marketing team was successful in driving a great deal of
traffic to the RFI form! But, uh-oh, a vast majority of forms were filled out by unqualified leads.
(“Does so-and-so still work there?”“Can you help me with a broken printer?”) Looks like they forgot
about defining their target audience.The RFI form—a potentially great lead generation tool—was
The moral of the story
Bringing traffic to your site is not necessarily the same as meeting your
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