Blog optimization and achieving high search engine visibility is not a one shot proposition, as any company establishing their online presence can attest to. Many small businesses recognize the necessity and benefits of implementing a blog site platform to secure and advance their online presence through blog marketing, podcasting, etc. The question that ultimately arises is if they have the staff qualified to take on the responsibility of optimization, keyword research and content writing.

In-House Search Engine Marketing or Outsource?

Alan, a small midwest retailer catering to the outdoor sportsmen crowd expressed both delight and concern over his company’s recent series of successful blog marketing campaigns. He discovered that he enjoyed his emerging role as the regional ‘outdoors ambassador’ that he had developed by regularly posting to the company blog. He found the online “community” that had become his “brand enthusiasts” to be the best WOM that money could buy.

Alan’s concern was, given the fact that he wanted to continue his online growth, should he start training an in-house team or continue out sourcing all of his SEM and content writing. A savvy businessman, he understood it would take time to put together an in-house team and was weighing the cost effectiveness of growing his own department.

MarketingProf.com poses some questions that Alan - or any other small to medium size business - will want to investigate.

SEM Questions to Ask

• How many team members have Web writing experience? Have they written Web pages, PPC ads or both?
• If your team is Web-writing savvy, how many pages are they producing per week now?
• How has your company researched keyphrases in the past? What team member would maintain a seasonal and/or long-term keyphrase list and disseminate that information throughout the department?
• What team members have PPC bid management experience? Are they also familiar with PPC strategy, such as dayparting and ad testing?
• Who would be the main point of content for marketing-related SEO questions and deliverables?

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Tags: bid_management, Blog Optimization, blog-site-platforms, content-writing, keyword_research, marketing_campaigns, marketing_department, optimization, ppc, search_engine_visibility, web_writing

This entry was posted on Monday, July 16th, 2007 at 5:36 am and is filed under Blog Optimization, Blog Training. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.