Sound overwhelming? It can be, if you don’t prepare yourself. We suspect that
dealing with your technical staff is going to be the most challenging part of your in-
house SEO adventure. We have observed three major areas of difficulty:
• IT and Marketing speak such different languages it may be hard to get the com-
• IT is likely to be extremely cautious about taking on any additional workload.
• It may be difficult to find a way that SEO excellence benefits the IT department.
There’s a lot to say here, so let’s discuss these three issues in more detail.
Communicating with IT
Your first task in working with IT will be finding a common language. Your IT com-
rades are technical thinkers. They like numbers, logic, specifications, and processes that
can be repeated. They are less fond of mysterious or amorphous organic processes.
They probably won’t be responsive to a request unless they fully appreciate the logical
reasons behind it.
Ideally, you will go into this conversation with some amount of technical skill
under your belt. You may even want to take a crash course in HTML. But even if you
think that HTML stands for “HoTMaiL” and a “server” has something to do with
getting your eggs Benedict before they get cold, you can still develop a good rapport
with your IT department if you follow this simple rule:
That’s right, you need to be very honest about what you know and don’t know.
Express your needs, and let
do their jobs by telling you the right way to get
things done. Bringing IT on board as a partner rather than a servant in SEO can make
all the difference in your ongoing success.
Of course, you may not want all the information that IT is prepared to share
with you. You probably don’t want or need to know the details of why something
can’t be done. If your eyes glaze over at the first mention of “meta refresh,” don’t just
stand there feeling miserable and trying to nod convincingly. Keep the focus on the
overall goals: You need something done. Is it possible or not? If not, what alternatives
are available? There is a give-and-take in play here. If you ask for a layman’s explana-
tion, and genuinely try to understand, you might learn something about the way your
Pearl of Wisdom:
Never fudge about your technical knowledge.
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