We have worked in many situations in which team participation was less than
ideal for an SEO campaign, and we know how this can reduce the campaign’s effective-
ness. What happens when those carefully prepared page edits aren’t implemented, key-
words aren’t incorporated into site rewrites, or a planned-for PPC budget never comes
Besides being very frustrating for you, it can be a huge waste of time and money.
Here are thoughts for keeping the enthusiasm going within all of your departments:
Marketing, Sales, and Public Relations
Marketing, Sales, and Public Relations make up a corporate SEO trifecta. Get all three
excited about your SEO campaign and you’ll have built your “brain-trust” foundation
for success. Here’s some food for thought that might come in handy when you need to
deal with these departments.
Marketing: VIPs of SEO
In most organizations, the majority of the tasks relating to SEO will be performed by
people in the marketing department. We’re guessing you’re a member of this depart-
ment yourself. It’s a natural progression: the marketing department may already be
handling the website as well as
such as print ads, television, radio,
such as banner ads and direct e-mails.
The marketing team will likely be instrumental in the SEO tasks like keyword
brainstorming and research, writing text for descriptions and page titles, writing
pay-per-click (PPC) ad copy, managing PPC campaigns, and executing link-building
The folks on the marketing team have, quite literally, the skills to pay the bills,
and they probably don’t need any convincing that SEO is a worthwhile effort. What
they will need, however, is some organization and some focusing.
What does your marketing team know about the importance of robot-readable
text, keyword placement, and PPC campaign management? Maybe a lot. Maybe noth-
ing. Maybe they know something that was worthwhile a few years ago but is now out-
dated. Since you’re in charge of the SEO team, it will help you to know what the
general knowledge level is and then think of yourself as the on-site SEO educator.
Pearl of Wisdom:
Without your team on board, SEO suffers.
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