Every business function struggles to make optimum use of their budget - but when it comes to SEO and digital marketing it can be even more of a challenge. It's an area that those who hold the purse strings often eye with suspicion, and if immediate results aren't seen it's tempting to cut spending even further.
With this in mind, it's essential to know where to spend and, equally importantly, how to get the best return on investment. Let's look at a few ways to get the best results from your SEO.
A growing range of online tools can automate those tasks that are simple but time-consuming, and they're getting better at it by the day. You still need to be selective - tools such as Deep Crawl and Ahrefs are not substitutes for a professional SEO analyst. But they can run some of the mundane reporting functions, such as monthly audits to check for best SEO practices and monitoring your domain reputation and link profile.
With the legwork already done, it means your SEO analyst can spend his or her time on deeper analysis to really drive your SEO efforts forward and bring tangible results.
Businesses are sometimes reluctant to outsource when money is tight, but the truth is that keeping non-core business activities in-house can ultimately be a bigger drain on resources. A specialist will be able to carry out SEO functions faster and more effectively, leaving internal staff to stick to what they do best.
These include tasks like producing SEO-optimised content, link building and keyword research - areas that SEO companies work in every day, but which take time and experience to perform effectively, and more to the point, quickly.
What to keep in-house
If routine reporting is automated and specialist SEO jobs are outsourced, surely that doesn't leave much to do in-house? Not necessarily. Some areas of SEO demand in-depth knowledge of your industry or customers, and this is where staff expertise is invaluable.
Technical SEO, where the basics are in place and everything just needs to be fine-tuned to have the right emphasis, focus and voice, is one example. This is particularly so in the mobile age, where there's no room for error in getting the look and feel of each landing page absolutely on message.
Doing more of what's right
Perhaps the most important thing to keep in mind is that your SEO strategy can never stand still. Adopt a process of continuous improvement, and constantly question what is effective and what is less so. By doing more of what works best, you will optimise your ROI and keep everyone in the business happy and on track.
Sponsored post. Copyright © 2018 Jon Wade, content manager at FSE Online.