Why is it, after all, that organizing an SEO team is so hard? We have observed
three common reasons:
• SEO requires efforts from multiple departments and a variety of skills, such as
marketing, sales, IT, PR, and creative/editorial.
• SEO is a new discipline and doesn’t have established processes in the corporate
• The SEO budget will have to come from somewhere. That means somebody may
have to give up some funding.
This chapter is here to guide you through the SEO crusade within your organiza-
tion. There are some common patterns of resistance you might meet in each of the
departments discussed here, and we’ll share with you the most effective ways to coun-
But remember this: They’re probably just as busy as you are, and that’s why we
advocate a pace-yourself approach. Don’t overwhelm them with information—just the
SEO rules that pertain to the task at hand. Likewise, there’s a lot of knowledge to be
gained from your colleagues as you work on SEO together, but don’t expect to learn
everything at once. SEO is a flexible and forgiving process, so take your time becoming
a jack- or jill-of-all-trades.
“But I Don’t Have One of Those!”
In this chapter, we discuss ways that you can approach various departments within your organiza-
tion to get help on your SEO campaign.We are well aware that,due to size or focus, your organization
may not include each of the separate departments described here. If this is the case with you, fig-
ure out what entity takes on these roles:Who is it that closes the deals with customers? That’s your
sales department.Who edits your website? That’s the IT department. Look to that entity—be it a
small staff, an entire department, or Erica on Every Other Tuesday—for the SEO help you need.
Even if you’re planning to go it alone with your trusty hour-a-day book and a cup of coffee by your
side,this chapter should offer some insight on approaching the work with the right “hats”on.
Pearl of Wisdom:
As with any team-building effort, building your SEO team will be an exercise
in communication. Educate your team about SEO and you will be rewarded with their participation and
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