Sorry this site requires JavaScript to be enabled in your browser. See the following guide on How to enable JavaScript in Internet Explorer, Netscape, Firefox and Safari. Alternatively you may be blocking JavaScript with an advert-related or developer plugin. Please check your browser plugins.

The key to getting your requirements out there is by injecting yourself into the primary portions of the project that are used for developing the site—which basically means that you need be involved in the key deliverables that go to management and the programmers.
Comments9 Comments  

Comments

Avatar
from Outtanames999 2538 Days ago #
Votes: 1

Your advice is destined to make an SEO a pain in the ass to the entire company. SEO is not a job to be performed by an elite few. It is a skill that must be widely acquired by programmers and designers. If there is an SEO person in your organization, their role should be to establish procedures that can be reduced to routine tasks performed by designers, programmers and network admins, and then transfer the techology to them. The role should not be that of a debate school champion, schoolmarm, traffic cop, ChurchLady, harpie, veto voter or line blocker. It should be that of an enabler. While some aspects of SEO are a moving target, the pace is actually quite slow compared to 5-10 years ago. Thus it is entirely possible to provide initial training and updated training every, say, quarter. If you are getting involved in the nitty gritty at every phase of the project lifecycle of every project, you will soon grow tired of your job and your team will soon grow tired of you.

Avatar
from vangogh 2538 Days ago #
Votes: 1

Hey I’m just the messenger. The advice didn’t come from me.I think the main point the article is making is that SEO needs to be integrated every step along the way in web development. If you only attempt to tack it on at the end you’re limiting your potential for success. I don’t think this is about trying to be a pain in the ass to the company, but rather getting everyone in the company on board with what you’re trying to do.I work for myself so the specifics of this article may not apply directly to me, but I can tell you when people come to me for SEO services one of the first things I usually need to do with a site is rework the site itself. Had SEO been a consideration earlier in and throughout the development cycle a fair amount of extra expense could be avoided.

Avatar
from g1smd 2538 Days ago #
Votes: 2

Far too many websites make it on to the web, where the on-site work required to optimise the site can only be done by scrapping the whole lot and starting again.SEO begins at the very first stage of site planning.  SEO in itself should also be covering aspects such as IA, usability, URL structure, page relationships, database fields and formats, and so on. Therefore the SEO aspects should be designed in from the start.

Avatar
from vangogh 2538 Days ago #
Votes: 0

Absolutely. I just gave out the advice to scrap a site and start over if the person has any desire to get search traffic. Picture a splash page that gives you the option of visiting the all Flash version of the site or the option of visiting the all frames html version of the site.

Avatar
from TimDineen 2538 Days ago #
Votes: 0

I disagree that "Many in-house SEOs are actually marketers with minimal technical background or insight into the web site development process."Do others feel that is truly the case? I guess it depends on your definition of "many" but the implication is that a significant portion or percentage fit the mold described.

Avatar
from MarketingGuy 2537 Days ago #
Votes: 0

Well, I’m a marketer and while I don’t have a great deal of hard tech skills, I do have experience with the tech project management process.  I always position my consultancy towards management level and early stages of project development.  Anything else and you need to fight to get even minor changes made.  Actually, I’m so confident of the benefits of this I’ve got a client to put worldwide expansion on hold to accomodate a full site redesign where I expect to see their 1 million visits a month increase dramatically!I agree Tim - in fact I would guess most in house SEOs are generally from a tech background and if anything could stand to expand their business skills base.  The marketing people that deal with SEO inhouse tend to be more responsible for managing external agencies in my experience.

Avatar
from Chicago2740 2537 Days ago #
Votes: 1

I absolutely agree that many in-house SEOs are marketers. Myself included. For us, this is because we’re naturally concerned with how people find our content-- and because all analytics/measurement/ROI is done on our end. I work at a large nonprofit with dozens of related sites that we don’t manage, and I find myself regularly advising people on SEO methods to improve rankings.I was fortunate to be involved from the ground up on a major redesign and build of another new site. SEO requirements were in our RFP-- and all throughout the site build. Since I’m the lead content producer, I checked on SEO aspects throughout. I am not a technical person, but I worked closely with our developers and consultants to get things done. While we did a solid job of accomplishing our goals, I’m sure I could have done more-- and should have been aware of more. I attended the Chicago SES conference last month and spoke with some SEO experts on the best ways to gain SEO tech skills when you’re a marketer. Unfortunately, there’s no easy route or book--I just need to get my feet wet and build some sites. If only I had the time to do that outside of work...

Avatar
from SEMinhouse 2537 Days ago #
Votes: 0

Great comments from all. I wrote the article, and I do meet a lot of people who aren’t that technical but do have SEO duties and/or responsibilities assigned to them. These people often outsource to an agency, and the do not always realize that SEO needs to get involved in so many facets of the project after the requirements phase.Totally agree with Outtanames999 about SEO potentially being a pain, the SEO can be a pain if they’re not careful. However, if the in-house SEO doesn’t get started with integrating SEO into these aspects of the proejct development, the dev team won’t learn what needs to go into the these docs. It won’t happen all on its own, and its not top of mind to anyone outside of SEO.

Avatar
from asnider 2537 Days ago #
Votes: 0

I agree with Chicago2740, and I am, myself, in a similar situation. However, whether MOST in-house SEOs come from a marketing background vs a technical one is debatable. I’m not sure it’s relevant, though. Those who are may find this article useful, those who aren’t will find less value in it, because they may already be largely aware of these technical factors that need to be considered.

Upcoming Conferences

Search Marketing ExpoSearch Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.



Join us at an upcoming SMX event: