Across the past few posts, we’ve been looking at how small businesses can structure their in-house content management strategy. Since it’s a highly-complex, ever-evolving role, they may want to work with a content marketing service provider – either in a fully-outsourced or partly-outsourced context. And another reason why this option may be attractive? The technical implications of search engine optimization (SEO.)
We’re repeatedly noted that content – strong, compelling content – is, naturally, the foundation of your content management strategy. But the content needs a delivery mechanism so that it’s exposed to a wider audience; what good is the content if no one reads it? In addition, the content must be published and calibrated with SEO principles in mind. This is where we drift into more technology-focused territory, and where it may be wise to consider an affordable SEO service provider.
That’s because the grunt work of SEO optimization is, well, complicated. It involves cryptic terms like XML site maps, canonical tags, and keyword placement. These words may resonate with your Webmaster, but the SEO role itself is generally not in their job description.
Furthermore, in-house SEO also raises the threat of internal conflicts of interest. If SEO is allotted a portion of the IT budget, for example, there isn’t much stopping, say, the Marketing department from demanding other resources are also thrown at SEO to maximize it’s impact. That’s when things get tricky, and where a fully-outsourced SEO provider may minimize these internal and politicized conflicts.