“Jill-of-all-trades” at Tachyon Publications
This situation created some fairly serious hiccups along the way. Recently, Tachyon had to abandon
two website redesigns because they did not meet the company’s needs.“Neither version was
based on a marketing plan,or by a website designer, which, I am happy to say,the third (and
hopefully final) version will be,”says Jill.
This struggle to redesign the site helped Tachyon recognize that it was time to make a change.The
company is now building a more cohesive team to improve its Web presence. Jill says,“It took me
a couple of years to convince my boss to hire a web designer,”but eventually he did hire a part-
timer. And Tachyon is now using an on-call marketing consultant who, according to Jill,“responds
to our cries for help with amazing rapidity.”Even though she’s not a marketing expert—yet—Jill
is on the right track, and she’s got a little help when she needs it.
It’s a familiar scenario: In trying to conserve money, a small company can actually waste both
money and time when web presence is not given the expertise it requires. It’s worth the invest-
ment to identify weak spots and look for creative, but not necessarily pricey, solutions to get the
right people on board.
Jill says,“I’ve always wanted our site to be full of great content, easy to find and navigate, and
visually appealing. I think we’re getting there.”We say, now that you have the resources available
for a well-run SEO campaign, you’re bound to get there faster!
IT, Webmasters, and Programmers
Whether it’s an IT department of 60 or a single programmer hiding out in the server
closet, your SEO campaign is going to need a
of help from your company’s techni-
cal experts. Not only will they be the final implementers of edits to your website, but
they hold the keys to many important technical features of the site that can spell SEO
success or failure.
What if you’re a smaller organization and you are the one handling your own
technical needs? Count yourself lucky in many ways—you won’t have the workload
and communication conflicts that often arise between SEO and IT . But once you start
doing SEO in earnest, be ready to plug into the tech mindset a little more often than
At a minimum, you will need IT to help with edits to website content, conver-
sion tracking, server settings, programming standards, and the
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