Getting SEO Support In House Part 3

The final part of our SEO Liverpool post on In House SEO.

This approach won’t work in every instance, so what do you do to keep everyone honest and enforce the need for your suggestions to be followed?

Use some of that influence you have at the executive level. This one goes way back to your days in the sandbox. Not Google’s, but that of your childhood school yard. The threat of “telling the teacher” was pretty powerful back then. These days, it’s not really cool to tattle, but creating metrics that show a company’s level of compliance to SEO rules across its products has value. The executive can clearly see how the various areas of the company/website are doing with regards to the investment in the area of SEO, and let’s face it, no product manager wants their product/area of responsibility shown in red on the chart.

It’s important that you use some of the influence you have with the executives who’ve gave the green light to the project. This one goes way back to your days in the school yard. The threat of highlighting to your teachers was pretty powerful back then. These days, it’s not really cool to tattle, but creating metrics that show a company’s level of compliance to SEO rules across its products has value.

This tactic can convert even the staunchest of hold-outs to rabid fans of your service. As an SEO agency Liverpool we know that even in the worst case scenario, they’ll listen to you and think about doing what you ask.

Unless you have direct control over implementing the changes that need to happen, setting up a responsibility grid might be your next best bet. You can clearly list each item that needs work, who it’s been assigned to, and when they think it’ll be done. Put those points on a PowerPoint deck destined for executive review and folks will do their best to look their best.

The final point here is that you, SEO project leader, needs to be confident enough in your direction and directives to pull the trigger on with this course of action. You won’t earn many friends in the short term, but long term, when everything is moving forward as planned, and the kudos are being handed out to those who did the work, they won’t forget that their success in reaching their goals was directly helped by your team.

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Getting SEO Support In House Part 2

Continuing our the SEO Liverpool post on In House SEO.

In reality it maybe simpler, in fact so simple you may have overlooked it.

Most of the time, employees are simply busy! This could mean a couple of things

  1. People do not take kindly to new work being added to their work flow.
  2. People may not wish to be told they’ve got to learn new things.
  3. People have their own goals which measure performance, they want to meet their own targets and goals, not yours.

So what is the simple solution? Well, it’s a combination of listening, clear thinking and detailed planning.

Listening

This relates to goals, everybody needs their own goals to meet. In your case, you rely on others to perform tasks to meet your own goals. The likelihood is you’re not the person updating code or delivering and changing content. So through the goal may be stated simply enough (increasing inbound traffic) getting to it is absolutely a team effort.

In my experience the best way is to listen to people and help them achieve their goals. Then plan a way that shows how your effort will help them reach or exceed them. e.g. How the marketing mangers support will result in them exceeding targets and tapping into more markets, or using online marketing to gather data that will prove invaluable in offline campaigns.  This type of motivational approach won’t work in every instance, so what do you do to influence the rest of the teams, and make sure your tasks are undertaken?

So, we’ve covered the listening and we’ve touched on motivating others to implement your suggestions. We’ll cover the more in Part 3

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