Now more than ever, SEO needs to be about teamwork. If your online marketing agency has an ‘SEO guy’, a ‘web guy’, a ‘social guy’, and a bunch of other ‘guys’ working alone to achieve the overall marketing objectives, you need to seriously consider a shift in the structure of your agency. With Panda and Penguin targeting black hat link building and duplicate content tactics, search engine optimization continues to evolve into a more complete marketing strategy relying on all aspects of an agency in order to be successful.
This means that all of your agency’s ‘guys’ need to collaborate and work together to form a dynamic marketing team – one that utilizes the skill sets of all members in a collaborative effort. Going forward, the best search marketers are going to be those with active public relations efforts, a strong paid search presence, and well-integrated social campaigns. These objectives can no longer be effective as stand-alone strategies.
The focus should now be on developing great content and letting the world know about it. If your organization is doing something newsworthy, share it! If your business has an outstanding community outreach program, let people know! If you have something to offer, make sure people hear about it. Once the content is created, the marketing team can pool their resources to distribute the content and get it seen by the right people. This can include utilizing all of your ‘guys’ to develop a media list, reach out to prominent writers and bloggers, create appealing visuals and a strong web presence, engage social media followers, and even advertise on the web – all key components of a cohesive marketing effort.
As Google continues to change its algorithms, search marketers will need to adapt their business practices accordingly. A more holistic approach to marketing will not only benefit the SEO efforts in the long run, it will also help the client to earn more business and greater revenue while enhancing their reputation in their industry.
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Author: +Chris Slocumb