Experts say that the process of providing search engine optimization (SEO) in-house can be challenging to a corporate structure.
Aaron Bradley, writing for Search Engine Land, asserts that effective SEO requires constant monitoring and feedback. SEO professionals must be in close contact with all team members whose work has any bearing on their efforts, especially other marketing or media types. In-house SEO operations may also not have the luxury of starting with an experienced, professional team, so some on-the-job training may be necessary.
Like many in the creative field, search engine optimization (SEO) professionals need encouragement. Bradley suggests that each success should be acknowledged by management with "statistical, bottom-line metrics that quantify that success." In-house SEO efforts are no guarantee that results will be better, however, as Shari Thurow points out in another piece at Search Engine Land.
There are advantages to pursuing search engine optimization (SEO) efforts in-house. In-house SEO professionals will be more likely to have a detailed knowledge of the subject matter for which they are optimizing content, and will be able to network more effectively with other company personnel, says Bradley.
