Outsourcing your SEO campaign

by Werner deBruin

A lot of companies look towards outsourcing parts of Online Marketing campaigns, but what they don’t know is that the proverbial buck does not stop there.

“In the direction that SEO is heading, one would need to consider a range of factors in order to maximise your success. Otherwise you could be missing out on the bigger picture.” – Werner de Bruin while typing this blog post.

In a recent post on Search Engine Watch; SEO guru, John Tawadros wrote: “outsourcing a SEO campaign does not mean that you can sit back and wait for the results to be delivered.”

John speaks about the many aspects that could go wrong during a SEO campaign, but I’d like to highlight some hurdles that you need to consider and overcome before even starting a SEO drive.

Consider this: Spartan men were trained to fight and kill. So it’s no surprise that 300 Spartans had no problems fighting off 1,000,000 Persian Slaves...

Design
By not using the correct layout, you will delay spiders from getting to your content and thus hampering your SEO efforts.

Development
Often we in the SEO business come across sites we call Dupi Sites (or DS for short). These are dynamic sites that end up creating multiple URLs with the same content on them.
For instance; you have a page with http://www.domain.com/post/521 and then also having a page on http://www.domain.com/comment/521 with the same content.
A simple mistake that looks harmless on the out side, but Search Engines frown upon it.

Copywriting
Placing the huge amount of content on one page that could have been divided up into smaller clusters.
Clusters you ask me? Well, I like to call them themes. Instead of having an 800 word page about plants, then rather create one landing page of 250 words that link out to 4 other 250 word pages.

Technical
Did you know that hosting a .com domain in another country will exclude you from the South African index on Google? Or even that hosting in a bad neighbourhood might damage your reputation?

Ok, so yes you could fix all these afterwards, but what about the other aspects of eMarketing – WebPR, ORM, PPC, Email marketing, Banners, Paid links (all techniques that will benefit SEO).
Would you only feed your child half a portion of food everyday; and just to round it off - add a bit of poison by not doing it right from the start? Nope, well why do it to your SEO campaign?

*Dupi Sites is not a registered trade mark to Quirk, and may be used by other not so cool individuals

2007/05/04 | permalink | comments (0) | trackbacks (0)

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