SEO Search Engine Optimization - for non-SEO people and for business managers.
This article is a short handbook for company manager on what to expect and how to manage an SEO project in the company.
Questions this article answers:
- Because it's important?
- How to know if my product or brand is in the top places on Google?
- How to do an SEO check up on your site?
- What results should we expect?
- SEO in house or outsourcing?
- SEO Which skills to keep in the company and which to outsource?
Because it's important?
About 50% of visits to all sites come from Google or another search engine. Therefore, being among the first places in the search results for the keywords that represent your brand or product is absolutely essential.
It is said that the web, unlike traditional retail made of streets and bricks, does not have the problem of space limitation. It is not true. If you think of via Montenapoleone where the number of shops and brands that can enter is basically fixed, the same goes for the sites that can be included in the first page of Google.
We all work to be on the first page of Google and if possible in the first positions of the first page.
How to know if my product or brand is in the top places?
The first thing to do is to open a browser window anonymously and Google your brand or product.
On the search results page the paid results will appear first at the top, preceded by a box containing the word "Ann" which stands for paid ad and immediately after the so-called organic unpaid search results. It is important to be present in both.
How to do an SEO check up on your site?
There is a free tool from Google that allows you to check the state of health and monitor the progress of the positioning on the search engine which is called Google Search Console. To activate it you need to go to https://www.google.com/webmasters/tools/home?hl=en and add a property that is your site. It is a very simple configuration that every ecommerce or digital manager must know how to do.
What results should we expect?
THE KPI of SEO can be:
- Growth of organic visits to the site. To be measured through Google Analyitcs (Free) or similar tool
- Improvement of the average position (where 1 is the maximum) of brand and product keywords in Google search results. To be measured through Google Search Console (see link above)
- Click Through Rate trend Average (CTR) of the site to be measured through Google Search Console
SEO in house or outsourcing?
My suggestion is to have in-house the strategic and technical skills to manage SEO and then make use of external experts who can give added value and provide the necessary manpower at the right price.
SEO Which skills to keep in the company and which to outsource?
Comparative table
| In House | Outsourcing |
| SEO competence on strategy, goal setting. SEO strategy definition together with the Agency
Integration of the SEO strategy into the Marketing / Ecommerce strategy Stay up to date on SEO trends Evaluate the agency's proposals against business objectives and strategy Evaluate the time and cost estimates proposed by the agency. Provide technical support and content where needed. Evaluate the results Ownership of the Search Console Account and any other tools used |
Technical and specialist skills
Best practice. Project management skills (ROI / Effort / Planning). Definition of the SEO strategy together with the Company Measurement of SEO interventions Market news / How to implement them Content:
Tech
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