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SEO Tips - Search as Part of Business |
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SEO Tips |
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Search as Part of Business
One of the best ways to make your SEO programs work is to make sure that your search is well integrated with your other business plans. Too often it operates off on its own; no one knows exactly what search is doing, and so no one takes an approach to campaigns that puts all of a company's resources into one plan.
Search strategy needs to be driven by business goals, reports Rob Garner in MediaPost's Search Insider. "Start by defining these goals up front, determine the value of an action, and then assess how search is currently serving these goals." Every effort of the team needs to be focused in the same direction; search shouldn't be judged only by its own metrics. "Always report on how search continued to meet these objectives, rather than just rankings or other various other search changes."
In other words, search deserves its place at the table. The importance of having an SEO expert on the team, and including his or her input on all campaigns, cannot be emphasized enough, especially when the input is integrated with that of all the other experts present.