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“You actually need to engage other stakeholders in companies that don't necessarily have the same KPIs as you,” one SEO expert said in a conference talk. He added that one of the most common causes of SEO failure is process silos, where each team is focused only on its own performance metrics.
The expert noted that SEO has significant advantages if a separate team works on it. “The value of having an in-house SEO team is that they can react quickly and take action because they know who to contact very quickly,” he explained. However, collaborating with external agencies can slow down the process, although they can also be useful partners.
Others in your company may make changes that unintentionally affect the visibility of your site. In-house SEO teams can prevent this from happening by educating colleagues on how even a small amount of effort and awareness can greatly improve a company's overall optimization.
“SEO done alone produces lonely results,” says the expert. To be successful, brands must approach SEO with a holistic approach that brings all teams together. Not only will this improve the effectiveness of your SEO efforts, but it will also open up new ideas for other departments, helping them achieve their own goals.
Attempts to teach other employees the basics of SEO do not always lead to results, as these efforts often turn out to be one-sided. “If you're just trying to do it for your own benefit, you're probably wasting your time,” the expert stresses, adding that the most important thing is to explain to colleagues how SEO will help them in their own tasks and show how using SEO data can improve their success .
This approach, called “internal SEO marketing,” most often resonates with employees because it ties their tasks to specific results that they can measure and use to achieve their own goals.
“The SEO team has access to a lot of useful data, for example from analytics systems. We use dashboards and reports to show technical teams the impact of our projects,” says one developer. “Using data like this to illustrate results helps strengthen the bonds between SEO teams and technical staff,” he adds.
The benefits of cross-departmental collaboration extend beyond those working directly with the site. For example, training product managers to use keyword-based product and service names correctly can increase sales. Likewise, using search queries that bring users to a site can help customer service improve the quality of service as well as reduce the number of calls.
Sharing knowledge of how SEO can help other departments, using language and results they can understand, is a fundamental step in making SEO an integral part of a company's culture rather than just a one-team tactic.
According to the expert, while individual SEO tools can support the work of one team, an enterprise platform that combines data and technology can improve the overall efficiency of the entire company.
Giving all teams access to SEO data allows it to be integrated across projects and promotes better understanding between teams. “Good SEO technology should break down barriers and become a common place where teams can discuss ideas using data and come together to collaborate,” explains the expert.
Additionally, an effective enterprise platform can help unify data, reducing time spent building disparate solutions, allowing teams to focus on the real work. To increase efficiency, it is also recommended to integrate the enterprise platform with project management tools already used in the company. This will allow you to attract more employees, maintaining their usual workflow and without introducing new tools.
If you have questions about SEO and promoting your business, you can contact the SEO studio "SEO COMPUTER" for a consultation by email info@seo.computer.
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