I had a conversation today with the person responsible for managing the interactive media for one of the largest healthcare organizations in Central Indiana. I cannot help but feel sympathy for this individual because her search engine optimization goals are so clear and simple, but implementing any marketing strategies and SEO tactics to reach those goals is such a long and complicated process, which involves so many layers of politics and egos, that I doubt she will ever come close to maximizing her opportunity for success.
And that is such a shame, because with a simple goal and set of niche keywords available, it would not be too difficult to gain high rankings for the organization's primary keywords.
To help get away from all of the politics and egos, I advised that any time someone in the organization states what they want on the website, that she should ask them how that directly applies to meeting the single most important stated goal of the site. If an answer cannot be supplied, then she should ask that all requests for site content be supplied with an explanation as to how it fits either the primary or secondary goal of the optimized site.
Of course, you have to have all stakeholders buy into the stated goals of your search engine optimization strategy, but once that is accomplished then it makes it easier to stay focused and reject input that does not serve the goals of the organization. It is easier said (or blogged) than done, but it is the path to search engine optimization and marketing success.
And that is such a shame, because with a simple goal and set of niche keywords available, it would not be too difficult to gain high rankings for the organization's primary keywords.
To help get away from all of the politics and egos, I advised that any time someone in the organization states what they want on the website, that she should ask them how that directly applies to meeting the single most important stated goal of the site. If an answer cannot be supplied, then she should ask that all requests for site content be supplied with an explanation as to how it fits either the primary or secondary goal of the optimized site.
Of course, you have to have all stakeholders buy into the stated goals of your search engine optimization strategy, but once that is accomplished then it makes it easier to stay focused and reject input that does not serve the goals of the organization. It is easier said (or blogged) than done, but it is the path to search engine optimization and marketing success.
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