October 26, 2011
A lot of businesses and websites look into outsourcing their SEO for numerous reasons. For some, they’ve been handling it in-house for a while and are looking to take it to the next level with some professional guidance. Others (usually smaller companies) don’t have the time or manpower to fully manage an SEO campaign so they want an SEO firm to take over the day-to-day management. Whatever the reason you want/need to outsource your SEO, just remember one thing:
Just because you’ve outsourced your SEO, that doesn’t mean you get to wash your hands of it.
Website owners need to remain involved with their SEO, even if they aren’t handling the actual creation and execution of the campaign. SEO is not a “set it and forget it” kind of marketing campaign and even the best SEO company in the country can’t create a successful SEO campaign without your help.
Here are 3 reasons why SEO clients can’t just walk away from their SEO entirely, even if they have outsourced it to a consultant or agency:
1. They Don’t Know Your Company as Good as You Do.
Your SEO partner is going to do their absolute best to learn the ins and outs of your business and website. Who is your target audience? What problems do you products/solutions solve? What are your long-term business goals? Who is your direct competition? They will eventually learn all of these things and more, but they don’t have this knowledge at the very beginning of your SEO campaign. You have to be able to give them an outline of your business so they can create a custom-fit SEO campaign designed to leverage your strengths, bulk up your weaknesses and works towards your objectives.
2. You Help Keep Your Content Marketing at Full-Throttle.
The search engines thrive on content; it’s how they identify if one site matches the search query of a user. Social media networks share, post, link, Tweet and Like billions upon billions of pieces of content daily. Practically everything you do online is fueled by the consistent production of great, engaging content. Your SEO partner needs your help producing that content. Even if they are responsible for writing your business blog and articles published on 3rd party sites, they need your direction and help when it comes to coming up with topics.
As mentioned above, you know your industry like the back of your hand and you know what kind of content your target audience is looking for. You either need to supply your SEO firm with content so they can effectively promote it and leverage it for SEO, or you need to give them topics that they can run with.
If you want your SEO partner to handle the content writing, don’t tie their hands behind their backs! Trust them enough to actually write the content. Obviously you have the right to see it and approve it before it goes live, but don’t let every blog post get bogged down with red tape and a dozen revisions. The best content marketing strategies stay alive with fresh and timely content.
3. Your SEO Partner is Taking Their Cues From You.
It all comes down to communication. If you hand off your SEO to your new SEO partner and walk away without ever looking back, you have no right to get upset if the results aren’t what you wanted. Your SEO firm is going to do everything they can to deliver the best and most successful SEO campaign possible, based on what you told them you wanted. Let’s say your company gets a new marketing director who decides to change the messaging strategy. If you aren’t involved with your SEO firm and actively keeping them in the loop then they are still operating under your initial directions. It might not be until your monthly meeting that you realize your SEO was heading in the wrong (aka old) direction. Now your SEO campaign is a month behind. If you wash your hands of SEO entirely, you’re leaving your SEO partner in the dark.
Your SEO partner will provide the expertise, but you need to provide the direction!
Nick Stamoulis is the President and Founder of Brick Marketing, a full-service SEO and social
media marketing company. With over 12 years of B2B SEO experience, Nick Stamoulis shares his knowledge by posting daily SEO articles to his blog, the Search Engine Optimization Journal (or SEO Journal) and publishing the Brick Marketing SEO Newsletter, read by over 150,000 opt-in subscribers. Contact Nick Stamoulis at 781-999-1222 or nick@brickmarketing