In fact, your SEO campaign is likely to be challenged by your bulk, both in
terms of your website and your organizational structure.
Challenge: Internal Bureaucracy
From an organizational perspective, your SEO chal-
lenges are often a result of “too much.” Too much in that your site is likely to be run
by committee: designers, IT department, copywriters, and coders not to mention the
executives who, with a single comment, can have you all scrambling in different direc-
tions. We know how pressed you are for time, how many different people in your
organization are all putting their dirty fingers in the pie that is your website, and we
know what a struggle it can be to get any changes made on your site. Here are some
very common SEO tasks; see if you can get through this list without cringing about
how many individuals you’ll need to complete them:
• Convert graphics to HTML text.
• Edit elements of the HTML code on every page of the site.
• Remove or reduce the use of Flash.
• Create a specialized text file called
and have it placed in the root
directory of the site.
• Set up a web page redirect.
• Rewrite page text to reflect more commonly searched terms.
The takeaway here is that you’ll be putting a lot of extra time into internal communi-
cation and organization. You need to know your team and get them in your corner if
you want to succeed at SEO. In other words: Get your team on board. It’s so important
it has its own chapter in this book!
Why is this door always
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