Search engine optimization for small and very small businesses.

You Can’t Completely Delegate Your SEO

If you think your SEO consultant can work independently and work magic on your rankings without your help, you’re mistaken.

I know. You’re too busy running your business to spend time and effort on SEO. That’s why you hired an SEO consultant in the first place.

Search Engine Optimization termsAnd we’d love to create an SEO strategy for you, choose keywords, make structural changes to make your website search engine friendly, write compelling marketing copy for your website and your blog, post updates to your Facebook Fan Page, tweet about your business, and earn you massive link popularity without you having to lift a finger.

Unfortunately, that’s not how it works.

  • You don’t want to delegate keyword selection. Sure, we can help, but selecting the best keywords requires an intimate knowledge of your business — something no SEO consultant has.
  • Your webmaster needs to be the one to make your site search engine friendly. We can advise and suggest, but you don’t want any SEO consultant getting in between you and your webmaster. First, coordination and synchronization issues are inevitable. Second, it was an SEO company  making changes to the client’s website that got Ricoh and BMW websites completely banned from Google for more than six months a few years ago. You need your webmaster’s eyes on any changes proposed by an SEO consultant to prevent just that sort of thing.
  • SEO consultants are almost never professional copywriters. We work with those folks all the time, and their skills are invaluable. Even if you don’t engage a copywriter, you can’t delegate the writing of marketing copy about your business to someone who isn’t intimately familiar with it. (That’s right — even with a professional copywriter, you’re going to have to be closely involved.)
  • Blog posts don’t have to be the size of a short story, but they do need to be posted at least a couple of times a month. SEO consultants don’t know what to write about your business; that’s your area of expertise.
  • Twitter activity is the same. Tweets need to come from you or someone knowledgeable on your staff.
  • We can do link building for you, but when a potential reciprocal link partner requests a link, you need to be the one to decide if that link is acceptable. And links from clients and vendors might make great links for you, but your SEO  consultant can’t know who those people are.

Expect to be involved with your SEO campaign. You need to stay in touch with your SEO consultant frequently.

If you can’t make the time to be closely involved with your SEO campaign, you’re probably dooming it to failure. Much as it pains me to say this, you might as well not hire that SEO consultant in the first place.


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