If you’ve gone the route of acquiring a good in-house search engine marketing expert, then you should make sure you’re getting your money’s worth. We don’t mean for you to become rigid taskmasters, but for you and your web solutions expert to have a very clear definition of projects, deadlines, and results for web analytics.
The first major step is communication. Include your in-house search engine optimizers on every meeting, discussion or decision that involves the website. Not only is this a good business practice, but it will prevent natural search and organic search issues. With the proper information, your web marketing expert should have a few solutions to help maximize the impact of every new product, category, blog and press release you create.
This is especially important when your search engine marketing team (or single expert) is working on paid search, and pay per click campaigns. Keeping them in the loop about upcoming changes, product releases, innovations and everything allows them to build campaigns ahead of time. Ideally you want the campaign up and running months before so it starts building organic search results, so your PPC expert needs to know this information as soon as possible.
If your company has any kind of marketing outside of the web, you want the “voice” of the company—the tone used in advertising and marketing, to be reflected in the online copy. Simply put, everybody, online and offline, has to be on the same page to get the golden PageRank.
