3 Tips for In-House Search Engine Marketers

1. Sell and Educate

Prepare to spend 50% of your time selling and educating the company on SEO. This is not snake oil. Search engine marketing can make or break a business. Unfortunately, in-house staff will often have to spend a large portion of time convincing the “older” generation.
Setup meetings, trainings, presentations, webinars, whatever it takes. Keep in the company informed and stay ahead of the questions. Everyone things they are an expert, but you are the only one getting paid to be the expert. A lack of continuing education will result in unwanted “experts” advising and taking SEO matters in their own hands.

2. Strong Analytics

It is hard to argue with numbers. Before taking any in-house SEM job, it’s important to make sure you have, or able to purchase, the right analytics packages. Once in place, showing results in revenue directly related to search engine marketing will bring anyone to attention.

3. Ego Rankings

Any expert in search engine marketing will tell you that certain keywords bring in high traffic and some may bring in high revenue. Often those keywords are not the same. Obviously, you want high revenue keywords.
However, there are often many keywords that management and executives want rankings with. These are Ego keywords, not money words. However, appeasing management with rankings on their personal keywords can go a long way. Plus, there may be legitimate reasons beyond immediate revenue that may pay off down the road on these keywords.

Tags: Analytics, SEO