Evangelizing SEO within an organization
Evangelism about SEO in an organization and spreading the word in a “grass-roots” sort of way is something that is very hard to do. I always think about it and get excited over the fact that I can make a difference and become a “thought leader” for an organization. The truth is, the evangelism of SEO within a traditional organization or small business can be painful.
I’ve been faced with this a couple times at organizations and while sometimes it is great and can lead to tremendous success, other times, it ends up just being a painful battle without any change.
So, basically I wanted to run through some of the things that I have done to try to get people excited about SEO and Search Marketing. I would call it by “Top 5 tips for SEO Evangelism,” but I don’t want to seem to cliche. (Oh darn, I already did!)
TALK TO PEOPLE! – This is by far, the most important rule that I have given myself. Get people in the know about SEO. (excuse my cliche sounding rhyme’s!…lol). Bring up topics going on in search, throw out numbers about how search is growing in popularity. SEOMoz does this well by putting quotes from well known articles on their homepage, these are things that you can total mention to people within your organization and hopefully build buzz. The main goal and hopefully you can get this going is to have people talking about SEO/SEM to each other.
Baby Steps – On the marketing and creative side we tend to see a lot of “ownership” around pages. They don’t want major changes to be made. So start with small things like meta tag, title tag and page naming changes in that could help certain keywords without changing your messaging or content.
Web Standards – Work closely with your web development teams to get better at coding. WATCH OUT THOUGH, YOU BETTER KNOW YOUR STUFF! Do not attempt to make it an attack. Evangelize it, that is what this is all about, spreading thoughts, knowledge and wisdom to other teams for the overall good (sounds like i am trying to save the world a bit??). Anyway, to get to the point, you basically want to get people thinking they should be standards compliant, ensuring the design elements are CSS based and that your HTML is read like a document. This allows for better site crawlability and your HTML will be read better by spiders.
Make Suggestions – Take a risk and go out on a limb by putting in thoughtful input whenever possible. Some things I have done with this is made statements in meetings about the amount of searches there are for a certain keyword or phrase that we could be capitalizing on.
Use Analytics to your advantage – This will help put everything together. Give you an unbelievable amount of data to take back to your colleagues and counterparts. Oh and guess what else this gives you?! We all know that the “Big Wigs” like seeing the numbers quickly and to the point, so this is a great way to evangelize your successes, no matter how BIG your “big wig” is.
Now that you have my secret and effective list of evangelism for SEO, you better put it to good use!! Spreading the word and starting a movement of sorts around will definitely help spread the word about SEO, building better sites, with a better user experience and great content.