Blog site optimization involves a number of processes, all of which serve the ultimate objective of producing maximum search engine visibility. What galvanizes the entire process, however, is the undergirding keywords that produce the language of your brand in highly optimized content. And for that, we start with humans.

If it takes a village to raise a child, then it takes a company to produce that language. The involvement of every department in the creation of your company’s online presence almost resembles the movements of a highly choreographed dance.

The SEO company that you employ to execute this dance will have a remarkably easier job if cooperation and info flows smoothly from each key individual involved. Scott Buresh at Sire-Reference.com captures the nuances of these intricate departmental production numbers with levity, making several good points along the way.

Having worked with a company with a reluctant and recalcitrant sales department, I can certainly appreciate his admonition to successfully engage the sales staff in the process. Sales people have the most fluent grasp of the keywords that will support your content.

“They know how prospects speak, and they are generally very useful when it comes to keyphrase suggestions. Most of the salespeople are out for themselves, but they will gladly participate in a joint initiative if it means that they will have more targeted leads. The Sales team has an uneasy relationship with Marketing and often questions exactly what it is that Marketing does, since they do not believe that Marketing is helping them in the least.”
(Source)

In my experience,it was a matter of diplomatically coaxing old school, tech-hostile salesmen into recognizing how participating in their companies online efforts had as much or more value than their old, tried and true methods of canvassing for leads. Trust me, one big ticket sale directly attributable to a blog post proved sufficient to the task.

It’s important for a company that is integrating a blog into their marketing efforts to recruit as many key contributing employees as possible. It can make a critical difference in creating content that is vital, authentic and relevant to your customer’s needs.

Tags: Blog Optimization, marketing, optimized_content, sales_staff, search_engine_visibility, site_optimization, targeted_leads

This entry was posted on Friday, May 11th, 2007 at 7:04 am and is filed under Search Engine Visibility. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.