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When it comes to executing SEO on behalf of a business website, a company essentially has two options. The SEO work can be done in house or outsourced to an SEO firm. No matter who is doing the SEO work, one important thing to keep in mind is that it can’t operate in a silo. Input is needed from everyone within the organization in order to ensure that the SEO campaign addresses every aspect of the business. While small businesses typically do this well, it’s the large organizations that sometimes struggle and find that SEO work is getting lost somewhere in the shuffle.
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What some marketing companies don’t seem to understand is that they can’t be good at everything. As Internet marketing takes off and traditional offline marketing like print and PR suffers, generalist marketing companies think that they too, can throw their hat into the SEO ring. They think that they have enough of a marketing background to be able to do well in SEO too. At this point, one of two things will usually happen. Read the remainder of this entry »