Being successful with Search Engine Optimization (SEO) is a difficult task for many reasons. One is that the success of SEO is based on search engines like google, who frequently change parameters of how their product functions. Because of this a fluid strategy should be adopted and given time to show results. Employees must also be versed on how use systems and track numbers. Even showing results on the money invested in SEO can be difficult because the relevant departments might not have all the data they need.
- Any SEO strategy needs to take into account the fact that search engines, like Google, shift their ranking factors and update continuously.
- SEO strategies should be cross-departmental, integrating input not just from marketing, but from other departments, like management and public relations.
- Part of creating an effective SEO strategy entails auditing and tracking analytics and documentation.
“Columnist Janet Driscoll Miller discusses some of the top challenges SEOs are facing today and outlines why an SEO strategy has to be a living document that changes based on search trends and algorithm updates.”