How not to kill SEO
Managers should consider SEO as a challenge for the entire company. And that's why.
When executives make SEO a priority for their brands, they free up space in the budget, start talking to agencies or even hire full-time employees, but too often the results do not meet expectations. This is because SEO is misunderstood by the whole organization as a task for which only one team is responsible.
When SEO starts, management makes a great speech, and then leaves and hands the board over to the SEO team, which often fails. How does this happen? For example, during SEO training, the right people may not be in the room when brainstorming takes place, SEO specialists are not invited for some reason, and when changes are tested on the site, SEO is remembered only at the end.
In large organizations, there are many departments, and synchronizing their work with SEO may not coincide as originally decided by decision makers.
Nevertheless, by creating SEO throughout the company, brands can attract more of their teams to increase search efficiency and prevent missed opportunities.
Everyone is doing SEO, whether they realize it or not. All work on the site - this is SEO. This applies to content, coding, design. Thus, the SEO team may be responsible for the amount of traffic and the like, but it does not actually control anything that the rest of the teams do.
Let's look at a hypothetical example. Moving CSS files to another directory. Does it concern SEO? It seems not. But. It turns out that the folder into which the files were moved was not accessible by robots.txt, so the search engines did not see the necessary files and sales fell during the peak season.
How can managers turn SEO priorities into priorities for every member of their organization?
Each team must be trained, each role must be certified. Every project should consider SEO.
Demonstrating how one small, tiny mistake, which, apparently, does not affect users in any way, can actually lead to a huge drop in revenue - this is what everyone needs to see.
How can an SEO team team up with other teams?
Too many SEO teams are not voicing their strategy. Therefore, you can often hear: “I do not think that they [the SEO team] know what they are doing. I don’t think they have a strategy. ” The remaining departments have no idea what seoshniki do. This needs to be fixed. Arrange small lectures, explain the basics.
Synergy is what is needed in a well-coordinated business. You discuss ideas together before starting projects. Developers talk about their proposed coding solution before they start coding. UX / UI designers contact the SEO team before projects are handed over to the customer. Content managers write their texts in accordance with the requirements of SEO, etc.
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