SEO companies come in all shapes and sizes. You've got your
solo SEOs that either a) do everything themselves and/or b) sub-contract out
many aspects of each campaign while maintaining a tight control on the quality
and results of the project. Then you have your big SEO firms that employ 20+
employees that handle various aspects of your account. These firms can often
turn into SEO factories and can lack the ability to treat each client individually,
because everything is done in bulk.
An article by Stoney
DeGeyter
SEO companies come in all shapes and sizes.
You've got your
solo SEOs that either a) do everything themselves and/or b)
sub-contract out
many aspects of each campaign while maintaining a tight control
on the quality
and results of the project. Then you have your big SEO firms
that employ 20+
employees that handle various aspects of your account. These
firms can often
turn into SEO factories and can lack the ability to treat each
client individually,
because everything is done in bulk.
A third SEO firm is a smaller firm that
employs a small handful
of employees and may also sub-out a few various aspects of the
campaign, but
overall each client is treated with a personal hands-on
approach with most of
the campaign handled in-house with strict quality control
measures.
The perfect SEM firm needs at least one (or
more) of the following:
- Project Manager The
project manager is
responsible for overseeing every aspect of the SEM campaign.
Their job is
to ensure that each aspect of the project is given to the
appropriate person
to complete and double checks all work to ensure that the
highest standards
are met before it is passed on to the client. The Project
Manager is the primary
contact with the client and bears the responsibility of
ensuring that the
client knows that their campaign is a top priority.
- Lead Search Engine
Optimizer The Lead SEO
spends much of their time doing nothing but research.
Researching SEO trends,
search engine functionality, patents, white papers, etc.
Their job is to ensure
that they stay on the cutting edge of the technological
changes that are coming
down the pike. It is also their job to take this knowledge
and apply it to
each and every optimization campaign. From keyword research
and organization
to implementation of the on-page optimization factors. The
lead SEO also overseas
any optimization techniques implemented by sub-seos, link
builders, etc. that
may be managing the day-to-day tracking and tweaking of any
site.
- Search Engine Optimizer
All other SEOs
work directly under the lead SEO and work to implement his
"vision" of the
perfectly optimized page. Each should do their own research
and knowledge
building but any implementations should follow the outline
presented by the
lead SEO. These SEOs should be responsible for the day-to-day
optimization
changes, as well as continuous research to ensure that any
client's site's
are free from potential currently unknowns search engine
roadblocks.
- Coder/Programmer While all
SEOs must have
a significant knowledge of HTML, XHTML and CSS coding, it is
helpful to have
an additional person who is primarily responsible for the
code optimization
aspects. Optimizing and streamlining code can be a
significantly time-consuming
process, especially when ensuring each optimized page has
full cross-browser
compatibility. When not working on the optimization code,
such a person would
be working on developing and improving in-house tools,
reporting systems,
as well as publicly available tools.
- Copywriter The importance
of a professional
copywriter cannot be understated. SEO methods that simply
take your keywords
and try to place them into text are becoming less and less
effective, not
only for search engine placement, but for ensuring a quality
user experience.
Each optimized page should have its content re-written by a
professional copywriter
following project-specific keyword guidelines established by
the lead SEO.
SEO copywriter should have a marketing background and
experience with ad testing
and writing press releases, as well as general article
content.
- Link Researchers This may
be controversial
to some, but it is increasingly important to have full-time
link researchers
continuously working on each campaign. Link researchers are
responsible for
seeking out other quality and related sites to do one or more
of the following:
Link to important sites, request links from important and/or
related sites
and submitting links to quality relevant directories.
As SEO becomes more marketing oriented, many
more positions
must be added for a firm to properly service their clients
needs. Speaking strictly
from an SEO aspect, these jobs are each an important aspect of
achieving success
with you optimization campaign.
Stoney deGeyter is president of Pole
Position Marketing, a professional search engine
optimization and marketing
firm based in Reno, NV, providing quality SEO services since
1997. Stoney has
is also a moderator in the Search Engine Forums and Small
Business Ideas Forum.
You can read his SEM blog at (EMP)
E-Marketing Performance. You can email him with any
questions at stoney@polepositio
nmarketing.com
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