Article: When to Hire a Professional SEO Firm?

by Corey Wenger




In efforts to increase sales and profitability, more and more companies are turning to online marketing initiatives specifically, search engine optimization. Search Engine Optimization or (SEO) is the art and science of blending technical and marketing skills together into a finely tuned website that is both search enginefriendly, ranks well for specific keywords and phrases, and is tailored to your audience from a buyer and seller perspective.


According to a recent U.S. study, only 20 of all businesses outsource search engine optimization programs to professional SEO firms. The remaining 80 either do not conduct search engine optimization at all or they believe they have the resources and skills to do it inhouse. Of this 80, it is probable that 90 of these companies cant be found on the web they dont exist. In order to generate any amount of significant web visibility, your website must typically rank within the top30 results.


So, the question comes down to what is in your companys best interests?


Conduct your SEO program inhouse or outsource it. To answer this question, lets first take a look at the knowledge, skills and resources necessary to implement and maintain a successful search engine optimization program.


SEO knowledge and skills required


1) Basic understanding of how search engines and directories work.


This may seem overly obvious, but you would be amazed how many people do not understand how they actually work. This knowledge provides the foundation for your SEO program.


2) Website design


Although SEO is not completely a technical marketing process, it does require a fair amount of technical knowledge of what constitutes search enginefriendly web design. Certain web design elements can either help your search engine rankings or hurt them. You simply have to know which is which.


3) SEO experience


This is the most important and most difficult knowledge to obtain. If you have never implemented a SEO program, then you are in for a big surprise. Search engine optimization programs require a lot of research and are extremely time consuming. Most importantly, they require actual SEO experience. This means knowing what SEO strategies and tactics work and which ones dont.


Inhouse vs. outsourced SEO programs


If your company is considering conducting your search engine optimization program inhouse, here are some questions to consider.







Who will be responsible for analyzing, developing, implementing and measuring the success of your SEO program?





Is this considered the role of your IT department, Marketing department or some other individual(s) within your company?





Do they have the time, knowledge, and resources to successfully implement and maintain your search engine optimization program? And do they really care if it works or not?










IT Department


Typically your IT department handles multiple daily tasks from troubleshooting your companys LAN or WAN to fixing the sales departments laptops? Out of a busy IT persons day, what priority and focus do you think he or she will commit to for your SEO program? And even if your IT department has some skills in web design or development, these skills make up only a small percentage of the knowledge required for a successful search engine optimization program.


Marketing Department


Typically, your marketing department juggles many marketing projects at once and faces strict completion deadlines. From handling new print collateral campaigns to getting ready for new product or service launches, marketing personnels time is spread very thin. In addition, how knowledgeable is your marketing department in the technical aspects of web design and search engine optimization? Do they have the time to become wellversed? Do they have sufficient internal resources? Often the answer to both questions is no, they do not.


Other individual(s) within your company


Ok, so the responsibility falls onto someone outside of your Marketing or IT department. Who will that be and why are they responsible for your SEO program? Providing these individuals with a new project of the month, will typically result in another check mark off of their monthly todo list and frustration by top management of why their website is not producing any sales results.


Summary


From a business standpoint, it makes sense to try to leverage internal resources to maximize your companys productivity and profitability whenever possible. However, there must be a line drawn in the sand between knowing what your organizations capabilities are and what they are not.


As you can see, there is more to search engine optimization than meets the eye. In order to implement and maintain a SEO program, you must acquire the necessary knowledge, skills, and resources. This can be done by hiring a professional search engine optimization firm. Professional SEO firms have dedicated resources and experience to support your companys web marketing initiatives. By leveraging their experience and knowhow, your company can quickly and more efficiently implement a successful search engine optimization program.


About The Author


Corey Wenger is owner of Key Position Web Marketing and is a professional Search Engine Optimizer and Consultant who has over three years of experience in helping companies increase sales and profitability through strategic web marketing programs. For more information, please visit www.keyposition.com or email him at corey@keyposition.com.


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