Search engine optimisation services are thriving in Ireland. Shane from JumpStart Marketing answers questions for Business Plus Magazine.
Q. Why do you think SMEs should outsource their SEO efforts rather than attempt it inhouse?
A. SEO is not rocket science. It is possible for SMEs to train their workforce to achieve strong SEO results. Nevertheless, industry experience counts for a lot. People in the SEO industry know what works and what doesn’t. There are many pitfalls with SEO. Not understanding white-hat SEO methods can lead to your website getting banned from search results. Can your business afford to make these mistakes? If the answer is no, and I presume it is, then can you afford to take a chance on bringing the work in-house?
Outsourcing SEO to an SEO agency allows you to get outside opinions. New, fresh ideas from people not related to the business add to the creativity and success of the project. Being able to detach yourself from a business and the politics involved in that business and see things from a different angle can be a major benefit.
SEO experts have been there and done that. You are paying for their experience and their expertise. A job that would take an inhouse employee 40 hours to do half right, an experienced SEO expert would get done correctly in 20 hours.
Bringing the work in-house normally means giving the work to some new graduate out of college with little or no experience or it involves giving it to the ‘techy’ person in the office who happens to know a little bit about computers. If you give the work to inexperienced people you will experience poor results.
Q4. Are SEO activities continually a work in progress or can the job ever be completed?
A. SEO is always a work in progress and can never be completed. Search engine algorithms are constantly changing. Search engine results are constantly fluctuating. You are competing for top rankings against hundreds and thousands of other websites. If you hit the stop button then you will be passed out.
Search engine results are like soccer league tables except the season never ends. Page 1 of search results are like the English Premiership, where the top positions make nearly all the money. Nobody looks at page 2 / the Championship. In this never ending league if you decided not to play any more matches (pause SEO activities) then your competitors will eventually pass you out and you will find yourself down in the lower divisions.
Samples of ongoing SEO work
• Your website results need to be constantly analysed and tweaks need to be made to your website to reflect this analysis
• Your website needs to actively engage in link building programs.
• Your company needs to control its message on the web and actively engage in social media.
• Your website design needs to evolve over the years so that it doesn’t become dated and stale.
• Your website should have a source of new content e.g. Blog. This content needs to be optimised.
• You need to constantly expand on the amount of keywords that are being targeted. SEO is not just about getting high rankings for 1 or 2 keywords. It is about expanding your keyword base. A complete keyword list can consist of hundreds of keywords. This expansion works hand in hand with landing page creation.
This article was written by Shane from JumpStart Marketing and Tipperary web design.
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