In-House Internet Marketing Tips

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Article Title: In-House Internet Marketing Tips
Author: Eugene Coscodan
Category: Search Engine Optimization, Internet Marketing, Internet
Word Count: 620
Keywords: seo, internet marketing
Author's Email Address: eugene@reliablenetworks.co.uk
Article Source: http://www.contentcrooner.com
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It is indeed a wonderful time of the year, but what if you were just told that there is going to be a site development freeze starting next week until the end of the year? You were also informed that whatever SEO changes you want should either go in before the site freeze or wait until next year.

As an in-house SEO, news of a site freeze could come as a setback if you had some changes planned before year's end. Perhaps you were hoping to make some changes and start 2012 with a bang by showing some solid SEO results. But, nope that won't be the case now. So what do you do?

Instead, you're asked by your management and stakeholders to prioritize SEO items and choose which items would have the highest impact. This kind of question is analogous to a question like "which one is your favorite child?" Well, I love them all and can't really choose one over another. Regardless, you have to make a decision and really work on top SEO changes that you want to go in before your site development freeze. Which projects should you choose and which ones should you eliminate? Let's walk through the process and then shortlist the items that will have maximum impact in a short period of time.

Most SEO initiatives can be bucketed broadly into three categories:

Business As Usual Mode: The goal in Business As Usual Mode, or Maintenance Mode, is to maintain your SEO rankings while ensuring that your search referrer traffic or keyword level traffic stays the same during the holidays. They make up the daily/weekly SEO activities that is focused on sort of the periphery of SEO, like ensuring there are no 404s, no missing titles, no duplicate meta description, missing ALT, 301s, 302, and the like. As an in-house SEO, it's critical some portion of your work week is allocated to these activities. These activities can also be called as administrative part of SEO so using tools can help you work smarter. Tools like Xenu and Webmaster Central accounts can be great starting steps.

Next Level Up Mode: The goal in Next Level Up Mode, or Improvement Mode, is to work on SEO tactics that will produce incremental gains for your in-house program. Most of the activities in this category probably have management/stakeholder approvals so you're ready to roll. Improving traffic and revenues is at the core of all the activities that you undertake in this mode (e.g., optimizing new content, new product page copy, internal link optimization, inserting new keywords in title and description, making site navigation crawlable). Ultimately, these tactics help drive traffic and revenues.

Planning Mode: You've got to get into strategic SEO planning mode with the goal of planning your next set of top level (revenue generating) strategies. This could involve creating new content strategy for your site, working SEO in new product launches, or simply ensuring new marketing initiatives have SEO looped into the process. Planning mode could be lot of fun as you could be doing lot of idea selling, training new groups and stakeholders, working with numerous partners, and yes countless number of meetings! SEO forecasting, keyword research, competitive intelligence, new content strategy, new reporting templates, new titles, new description, and more can fall under this bucket. These kinds of activities are planned in the present with an eye on future results. Future here could mean anywhere from 3 months to a year or more.

Now that you know the three main buckets of SEO categorization, let's pick an item from each of the above buckets. Remember, we need to pick tasks that can easily be implemented without long list of approvals and things that as an in-house SEO you can control.

Eugene Coscodan is a SEO Strategist working at Reliable Networks. He is interested in Internet marketing, Internet technology, web development, and it support. If you'd like to connect with him, contact Reliable Networks.


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