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What is In-House SEO? That is, the company performs SEO work internally, which is called In-House SEO. Being able to be responsible for SEO within a company is not a simple matter, because he must have many qualities. Let’s take a look. We are often asked, are we technical SEO? Or marketing SEO? His answer is : I am a marketer with technology.
This is also a question that many people have about the field of SEO. For example, people often ask, is our SEO course marketing-oriented? Or technology-oriented? We all think it should be: based on technology to achieve the most efficient marketing purposes.
Since today's SEO must span "marketing" and "technology", it may even have a bit of "art" flavor. At first, web page designers were required to become webpage art designers, webmasters and website architects, and later web designers were required to become search engines. Optimization strategists (SEO Strategists) are now required to become all-round Organic Web Strategists and ZMOTers, that is, "Internet Marketing Strategic Planners"... This is an opportunity and challenge for SEO workers.
The author believes that today's companies do not need to hire an In-House SEO to generate regular reports or push rankings up. This has already been done by someone, but they need an In-House SEO to be more analytical and focused. on ROI.
Therefore, the author believes that In-House SEO should have the following characteristics:
(1)Must be a thought leader
Because SEO people can see what can be done to assist the company, in various situations, the issues that SEO people are thinking about may not be observed by many people. Therefore, SEO people must have the ability to become thought leaders to guide the company. think.
(2) Must be a person who can influence others
Since SEO personnel will observe many things that others cannot observe, or think about problems that others have not thought of, they must use the results of these observations and thinking to influence others. Therefore, SEO personnel must have the ability to influence others.
(3) Must be a person with sales ability
Because the ultimate goal of SEO is to increase sales, SEO personnel must have the concept of sales at all times during the entire process, and pursue the highest profits under the most cost-effective circumstances, and during the SEO process, they must continue to sell The concept is given to the enterprise, so it has sales capabilities, which can make SEO work easier to progress.
(4)Must be a person with coordination ability
Although SEO only involves technology and sales, it is likely to involve the entire enterprise. In addition to the possible interdepartmentalism, it may also involve confrontation among small groups. Therefore, SEO personnel must have the ability to People with coordination skills, otherwise many strategies may be just words on paper and cannot be implemented.
(5) Must be a person with educational ability
Because the promotion of SEO strategies involves many of the above-mentioned levels, in addition to coordination, it is also necessary to tell people at all levels about the benefits that can be obtained. Therefore, it is necessary to be able to convey the concept. Therefore, SEO cannot be too reticent and must be You have to be able to educate others and make them accept it. Besides, too many people don’t understand SEO, so we need constant education and enlightenment.
(6)Must be a person with analytical skills
We have said this too many times. There is too much messy information in SEO operations that needs to be analyzed and interpreted. If you do not have the ability to understand it on your own, you will not be able to understand the direction in which the strategy should proceed, and you will not know whether to obtain the highest benefits.
(7) Must be a person with the ability to establish logic
This logic-building ability should be divided into two aspects. The first is related to programming, and the other is related to the logic of the overall SEO strategy. The former is to make it easier for SEO personnel to communicate with programmers, and the latter is to establish the vision of the entire SEO strategy, because an SEO strategy with wrong logic is unconvincing.
(8) Must be a patient person
This should go without saying, because most people at all levels in most companies do not understand SEO, because SEO personnel must have the patience to communicate and coordinate.
(9) Must be a person with the ability to integrate different opinions
No strategy is 100% perfect because many actual conditions need to be compromised. Therefore, when a company has many different opinions, SEO personnel must integrate the opinions that must be integrated among the many opinions, so that the SEO strategy that is not 100% perfect can bring the greatest impact. benefit.
One item should be added that was ignored by the author, that is
(10)Must be a person with various network skills
SEO itself is very technical. If you do not have various Internet technologies, this SEO is not SEO, but general Internet marketing, and you will not be able to obtain the benefits that SEO should achieve.
After reading the above ten characteristics, you should understand that the SEO strategy of an enterprise is definitely not left to an assistant to complete, but is related to the process of the entire enterprise. Of course, the SEO we refer to here refers to SEO in a broad sense, not just SEO. Just to build a search engine friendly website.
Comprehensive In-House SEO requires these ten qualities and requires actual participation and authorization from senior management. If In-House SEO is defined as improving the website, the benefits that can be obtained will be very limited.
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