Search Engine Optimization (SEO) Name awareness. Better-matched leads. Increased eyes on content.
"Tactical SEO is thinning the herd—by being out in front of it." - Daniel DiGriz
Why Implement an SEO Practitioner
You've got no game, if they don't know your name.
Problem
You care about search. You know Google is important. It's a big market, and you don't want to be invisible or miss online referrals.
Hurdle
There are all kinds of spammy gimmicks, and a lot of SEO is a way to collect money for short-term manipulation of results that bites you later.
Solution
Align your brand reputation, sales goals, and SEO. That way, the results are sustainable & enhance (not compete with) positive industry perception.
Mandate
No spaghetti thrown at the wall. Search should work for you, achieving what you're already trying to accomplish as a company.
Don't leave it to the wizards. It's in the interests of technical wizards to obfuscate what they're doing. That way you can't tell if it aligns with the business goals. You cross your fingers, and hope. Let's talk in business terms—not oblique vocabulary about magic potions.
Your Brand | Average Competitor | Top 3 Competitors
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Links that count ("doFollow")
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Links that don't ("noFollow", no mention)
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Mentions (with no link or "noFollow")
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Spammy Links (undesirable)
This example report page shows number of links to your brand (from other websites), sorted into: ones that count for SEO (green), one's that don't (red), and mentions of your brand which are treated as implied links (yellow). It shows the same 3 things for your competitors, so you can see where you are relative to them.
If it's not understood,
it isn't any good.
The goal of search is to make your name synonymous with the thing you want to sell.
Success is Seeing the Needle Move!
And everything else is codswallop.
You can only improve
what you can prove.
