Shari Thurow wrote a great article about ‘Are you a SEO Hybrid‘.  We have long been an advocate of ‘holistic SEO’, where we have looked at the wider problems associated with search engine optimisation.  We have come across many challenges where we have had to work with internal development teams to look at how we can change the site architecture or how dynamic URLs work.

The Wider Implication

SEO overlaps with many teams such as PR (how they write the press releases or manage social media), IT (how the site and HTML were built) or the e-commerce team. The challenge is leading beyond our authority to work with the individual teams to achieve the overall goal.  When people think SEO, they need to think about the wider remit of the project and ensure that all the stakeholders are involved in the project from the outset rather than getting them involved half way through.

Getting people involved

Getting all the stakeholders involved in the SEO project can be a real test of negotiation. During the sales cycle we always aim to understand who the main decision makers are and the decision making process it. When you start describing the long term vision of where SEO could grow the company tends to get people’s attention and is a good starting point for the discussions

Tags: holistic SEO, SEO hybrid