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Despite search engines providing countless companies with their primary source of customer traffic, many businesses are still falling short when it comes to including SEO in the process, not just the product.

Often, being hired as an SEO carries the responsibility of making your client’s website, product, or campaign leap up the search engine results pages—whether or not they have a website worth promoting. Some businesses believe that hiring an SEO implies a one-time, quick fix phone call that will return them with a raise in rankings. Unfortunately, this oversight is due to the fact that SEO is not a stagnant enterprise. Algorithms and target audiences are constantly fluctuating; waiting for the last minute to jump over the SEO hurdle and onto the first page is already too late.

Instead, make SEO the track that leads your business across the finish line by incorporating it from the very beginning. This can happen in a variety of ways, but even the slightest inclusion of SEO in your development processes is invaluable when it comes to managing a healthy SEO output.

Top Level SEO Support

If you have an executive-level employee with a full understanding of SEO, he or she can delegate SEO implementation to lower divisions. A search engine optimization-supporting exec can also set targets and enforce goals for other departments, such as social media and marketing. In this way, maintaining your campaign is just that: maintenance, not damage control. More so than ever, Google is beginning to include social media signals with their new social networking platform, Google+, as part of the search engine ranking factors. During the Beta phase of Google+, there were a limited supply of invites for users to sign-up to the platform but now they are made available to everyone.

Lower Level SEO Education

Search engine optimization, itself, is an intuitive venture. Even if you cannot train every employee how to analyze algorithms and statistics, you can still highlight some key aspects of SEO for your workforce. Having employees with a working knowledge of search engine optimization promotes decision-making that is informed by SEO. In fact, a major aspect of SEO is highlighting unique selling points, finding your niche and delivering a worthy product in a straightforward design. Who doesn’t want their employees to prioritize those goals?

Show That It Works

Illustrate to your team members that SEO does work. Is your website on the first page this week? Are you ranking higher than a tough competitor? If one of your keywords is lending an increase in traffic this week, let everyone know about it. When you provide encouraging feedback and highlight positive SEO results, you are effectively demonstrating that all the effort is paying off.

Keep Running

Once you have started including SEO in your company’s development process, don’t stop. SEO is constantly evolving; your employees should be working to implement it from all sides of the project, and your hired SEOs should be hunting for the next strategy. If you don’t make the leap soon, your business might just be getting left in the dust.

The landscape of SEO is constantly changing on a monthly, weekly, and even on a daily basis. With Google launching their social networking platform, Google+, SEOs must adapt and take on new responsibilities in the social media realm. There is more and more conclusive evidence stating that user behavior and Google +1s are becoming more important in ranking factors. If you haven’t registered for a Google+ account yet, you can get a free invite here. Googleinvites.net is an online service where you can get a free invite.