Founder and CEO of Big Leap, an agency that helps people evolve their companies through effective and sustainable digital marketing methods.
Modern search engine optimization has evolved to become the intersection of your website’s content, usability and authority. Being an in-house SEO means working closely with your web development team, conversion optimization team, content team, marketing team, sales team and PR team, at a minimum.
If you’ve worked in-house before, you know the challenges that come with trying to get multiple departments with different goals and priorities to work together. The role of an in-house SEO professional has evolved drastically, and much of their time is now spent trying to motivate and coordinate people from various teams.
While the changes to the SEO industry over the last five-to-10 years have been much needed, this creates a new challenge for enterprise SEO campaigns. Historically, the in-house SEO person could have operated more in a silo – stuffing keywords on-page, building links from article marketing, and other low-quality tactics that used to work. With Google’s shift to focusing on higher quality content, reputable inbound links and newer on-page tactics like schema markup and page speed, getting the buy-in, coordination and resources from all of these teams is required – but very difficult.
Over the years, we’ve worked with large companies that have found solutions to this problem as well as companies that struggle to get their teams to work together, ultimately causing their SEO efforts to suffer. Throughout these experiences, we’ve observed three key ways that large organizations can get over the hurdle of intracompany communication that prevents an SEO campaign from being successful:
As the in-house SEO (or as someone who is tasked with leading the SEO efforts), you need to provide your SEO roadmap to all the relevant teams and clearly communicate what you’re going to need from them. Nobody likes having someone else’s emergency placed on them when they have their own tasks and priorities.
If you can lay out what you need and when, the other relevant teams can plan accordingly and ensure your projects are worked into their schedule. This keeps good relations and also helps your SEO timeline running consistently without interruptions.
How To Make SEO Progress Despite Internal Challenges
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