Wednesday, June 6, 2007
Having been an in-house SEO for a few years I have come to the realization that optimizing a company's website from within the company itself isn't all about knowing the technology and algorithms of search engine optimization. I must say that I am glad I understand how a bot indexes a site, how targeting the right keywords on specific pages at the correct densities, and how a dynamic website can encourage rankings through initiatives that target specific traffic and generate conversions. But what I am most thankful for is the ability to communicate and work with other individuals within the company. While my main responsibilities may be to not only increase traffic to the website but increase the conversions that come from the site through natural and paid search marketing, my success stems from the success of others. If I notice a page or section of the site that includes a large amount of content that could be great fodder for the search engines that isn't getting indexed I target the issue, and collaborate with those responsible for correcting it. If the content within those pages could be written to include the website's main key terms then I work with the copywriters or those responsible for those pages in order to get the terms within the content and in the correct densities so that they rank properly and aren't confusing to the users that read the content. The Search Marketing industry has not only grown over the past several years, but is changing in such a way that it takes more than just analyzing a site and telling a webmaster to make some simple corrections. Nowadays you have to coordinate with several different departments from IT to the copywriters, the user interface designers, the database developers, the analytics departments and so on in order to get the work you need done so that you can be successful in your job as a search marketer.