A search engine optimization company can create a campaign to bring you new, targeted leads and increase your company’s online profile, all while staying in line with your branding strategy. However, you will find that for lasting quality results, it will be necessary to make significant changes to your website, from adding copy to code changes and site design modifications.
If your internal resources are already overstretched, you’re probably considering outsourcing your SEO efforts. The search engine optimization company you select should have the ability to handle all aspects of the project with minimal involvement from your company to save you time and keep your brand strategy intact.
protecting your time
Your search engine optimization company should be respectful of your time by putting resources at your disposal to handle keyphrase writing, implementation, and recommendations—some of the most time-consuming parts of an SEO campaign—so that you don’t have to. While you may need to provide background material on your branding strategy, and while you should always have an approval step for each milestone in your campaign, your company should be able to sit back and relax while the search engine optimization company takes over. takes care of all the details. .
Drafting
Chances are your in-house marketing department doesn’t have the additional time it would take to write the optimized copy that should appear on your site. Your search engine optimization company should have the resources available to handle all the copy, from new pages to updates to existing pages, as long as you can provide the materials that accurately describe your products and services, as well as your branding strategy and message marketing.
Implementation
Likewise, your IT department is probably already on edge with internal issues. While your search engine optimization company doesn’t perform the same functions as your web design company, it should still be able to implement all changes to your site on a test bed, allowing you final approval before your site is released. go into operation. This will eliminate the need for your IT staff to be deeply involved in the process.
Key Phrase Recommendations
Many companies believe that they need to be heavily involved in selecting key phrases for their SEO campaign in order to keep the initiative in line with their branding strategy. However, you may be surprised to discover that the jargon your customers are using and the phrases they are searching for are not the same ones you might use internally. Your search engine optimization company should have the expertise to do all the research for you and present their findings, leaving you to simply review and approve the results.
These are just a few examples of how your search engine optimization company can protect your time. A full SEO campaign involves many more steps than this, but your business must maintain the philosophy of adhering to your brand strategy while taking most of the burden off your hands throughout the process.
Protecting your brand
When you hand over the reins of your SEO campaign to your search engine optimization company, you need to be able to trust that your branding strategy will be followed. For this to happen, you need to make sure that the search engine optimization company you’ve hired has proven resources available, so you’re not putting your own brand in jeopardy to save time. And you need to be confident that the company can produce copy that is as accurate and well-written as your in-house resources would have done.
editor
Your search engine optimization company should have a copywriter on staff who has proven skills in writing search engine optimized copy and marketing copy in general. The company must be able to provide their clients with writing samples and references to demonstrate the copywriter’s ability to interpret a company’s brand strategy and messaging.
marketing elements
At the beginning of your campaign, your search engine optimization company should request a “data dump” of all your current marketing materials that reveal your brand strategy, including white papers and press releases. This will ensure that any new pages added to your site will be in line with your marketing message and technically accurate.
Differentiators and Initiatives
A quality search engine optimization company will ask you for your key brand differentiators. The copywriter can include them in their web copy to give a more complete picture of your business and enhance your brand. Strategy changes and new initiatives on the horizon should also be discussed with your search engine optimization company so that the company can make plans to address them as they occur.
interview
Your technical experts are valuable resources for your search engine optimization company, but understandably your time is limited. Reputable search engine optimization companies should conduct interviews with these experts to get a better picture of their brand strategy, services, and products, but keep these interviews short and to the point. Of course, the more information you can provide, the more in tune your search engine optimization company will be with your brand.
Settings
Along the way, your business may find new considerations that need to be incorporated into your campaign. If you change your branding strategy, your search engine optimization company should be able to adjust your campaign accordingly. If you add or remove products, your search engine optimization company should be able to accommodate you with ease. Your search engine optimization company should always be flexible enough to manage your company’s unique requirements.
conclusion
Using a search engine optimization campaign as part of a complete branding and marketing strategy doesn’t have to mean extra work for your business. You should be able to find a search engine optimization company that can handle your copy and implementation so you don’t have to. Your resources should only be involved as much as possible, and the search engine optimization company should take care of the rest.