MENTORS
  • News
  • Business
  • Self Growth
  • Mentors Collective Podcast
    • Apply As Guest
    • Listen on Spotify
    • Listen on Apple
No Result
View All Result
  • Login
MENTORS
  • News
  • Business
  • Self Growth
  • Mentors Collective Podcast
    • Apply As Guest
    • Listen on Spotify
    • Listen on Apple
No Result
View All Result
MENTORS
No Result
View All Result

Successful SEO is a Team Effort

Mentors Collective Staff by Mentors Collective Staff
April 24, 2022
in Business
Successful SEO is a Team Effort
Share on FacebookShare on TwitterShare on LinkedIn

Too often, SEO is typically thought of as a marketing initiative. But setting up an SEO effort this way massively undercuts the potential opportunities that could result from this channel. If the goal is to optimize online visibility to capture traffic and sales from search engines, it’s time to take a new look at how you proceed. Team

When SEO is a marketing effort, as it commonly is, SEO investments will occur later in a product cycle. SEO might even be thought of as a stop along the way before launch. As a result, the impact that the SEO team can make will be limited by a lack of flexibility to change course in a major way if it is needed.

If the technology choices for hosting content are not aligned with best practices, it may be too late to revisit this decision. In the same regard, if the decisions around what content to produce are already made, or worse if the content is already written but doesn’t meet an audience use case, the entire investment might be for naught. In this scenario, SEO teams are tasked with firing tickets to other teams about words that should be changed, URLs that could be updated, and general best practices. Much of the return on investment from these suggestions could be very light, at best.

Furthermore, as a marketing effort, the SEO team will also be limited by resources that could directly be deployed for SEO. A marketing team will have a direct influence on matters relating to design, content, and messaging, but very likely will have little influence on directives related to the product itself and engineering. A suggestion around product or engineering will usually have to travel first vertical up through a marketing silo hit is transmitted horizontally between executives.

The alternative to this is what I call Product-Led SEO, of which I am a huge proponent. Product-Led SEO takes a holistic approach to SEO strategy. I believe that SEO should be a part of the product team, rather than the marketing team. This allows SEO to be the central player in an effort that has the capability to be one of the strongest sources of revenue within a company. As a part of the product team, SEO best practices will be considered when any web product has expectations of a search engine audience. Considerations around product naming conventions, technology decisions, and taxonomy of content will all be taken into account when the direction can still be altered.

Structured in this manner, SEO discussions and implementation will be a team effort that takes into account the knowledge and input from a variety of cross-functional teams and will, therefore, lead to the best output. The product management team does not have to be the source of all the greatest SEO ideas and the SEO team does not have to possess great product management wisdom; rather, together they achieve what could not be done alone.

Organizational charts at some of the most successful SEO companies are confidential and even trade secrets at times, but you can be certain that considerations around SEO at Amazon were not made late in the process. Their very success in e-commerce relies on their sheer dominance when it came to SEO. Had they just focused on SEO when the entire product was scoped and shipped, it would be very unlikely that they would have the visibility that they have today.

On the flip side, you can look at news websites like the NY Times versus review sites like Cnet.com. The NY Times has a more illustrious (historically at least) brand than Cnet, but as a news organization, they do not have SEO built into their decision-making. Cnet.com does not have the same restrictions and is, therefore, able to be more dominant on reviews for similar products.

Deciding where and how to structure requires understanding the scale of the returns that can come from SEO. If leadership recognizes that a product developed with SEO in mind, structured specifically for their audience, has the capability and potential to build some of the greatest brands in the world, they will certainly want to include SEO as an integral part of the development process. Alternatively, if SEO is just thought of as something that needs to be done, it will be left to a junior employee or even an external agency to get to when everyone else is done. Recognition of the potential is really the key, as this will open the doors to organizational structure that allows the potential from this channel to be truly infinite.

The Source: Eli Schwartz is an SEO expert and consultant with more than a decade of experience working for leading B2B and B2C companies. His ability to demystify and navigate the SEO process has generated billions of dollars in revenue for some of the internet’s top websites, including such clients as Shutterstock, WordPress, Blue Nile, Quora, and Zendesk. As head of SurveyMonkey’s SEO team, Schwartz oversaw the company’s global operations, helped launch the first Asia-Pacific office, and grew the company’s organic search from just 1 percent of revenue to a key driver of global revenue. His work has been featured by TechCrunch, Entrepreneur.com, and Y Combinator, and he has given talks at business schools and keynote conferences around the world. His new book is Product-Led SEO: The Why Behind Building Your Organic Growth Strategy.

Learn more at Growth Consultant and Advisor – Eli Schwartz

Tags: marketingSalesSEOTeam efforttraffic
Mentors Collective Staff

Mentors Collective Staff

Engineer and active journalist with a huge passion for innovation, social media, health, and business. People inspire me, creativity drives me.

Related Posts

financial brands
Business

Best key learnings for financial brands they can use in 2022:

You can’t be a successful person if you don’t take lessons from 2020. In 2020 we faced so many...

by Vladyslav Kushneryk
May 18, 2022
257
Whether good or bad, the most effective source of knowledge is the Experience
Business

Whether good or bad, the most effective source of knowledge is the Experience

Tolga Akcay, born in 1988 in Germany, is an entrepreneur with a wealth of experience behind him.  Not only...

by Aakash Kumar Jha
May 13, 2022
255
mentors collective data is a critical growth asset to business
Business

Data is the most essential resource for business growth in 2022. Here are seven ways companies are using it.

It can be an ambiguous term, but big data ultimately describes the colossal amount of complex information (data) that...

by Auria Moore
May 13, 2022
259
ADS Concept For Business
Business

Facebook Ads Won’t Grow Your Business For You. Here’s What To Do Instead

Facebook ads can be incredibly effective. But they work as part of an overall marketing plan and not a...

by Mentors Collective Staff
May 11, 2022
251
Next Post

Meet your Mentor - Tara Mitra

Popular posts

  • Jake DeMichele Releases ‘Soaring’ after Viral Success on ‘Floating’
  • Whether good or bad, the most effective source of knowledge is the Experience
  • Data is the most essential resource for business growth in 2022. Here are seven ways companies are using it.
  • Hollywood Icon Shane Nagy Starring His Debut Release ‘Nagy Hotel’
  • Entrepreneurial Wisdom with Jim Markham

Popular Tags

2022 B2B Benefits Business business tips car coronavirus covid-19 digital marketing economy employee Entrepreneur entrepreneurship featured fintech GlobalData Growth Health influencer Innovation investment Investor leadership marketing Medical School mentor mentorship mindset News pandemic personal development Plastic Surgery Residency Sales small business social media sponsored starting a business startup strategy Study Hacks success technology tiktok workplace
ADVERTISEMENT
  • About
  • Free Mentorship
  • Show Your Support
  • Become a Contributor
  • Apply As Guest
  • Listen on Apple
  • Listen on Spotify
Mentors Collective Success Magazine

Owned by Otter Love LLC

No Result
View All Result
  • News
  • Business
  • Self Growth
  • Mentors Collective Podcast
    • Apply As Guest
    • Listen on Spotify
    • Listen on Apple

Owned by Otter Love LLC

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
Go to mobile version