SEO Expert Offers Insights for Publishers
Tom Lynch, director of search engine marketing for ePublishing—a Chicago-based Internet and e-commerce consultancy—will lead an intensive half-day search engine optimization training session on Wed. March 7 at 9 a.m. at the upcoming Publishing Executive Conference & Expo at New York’s Marriott Marquis. Lynch has been studying and enacting search engine strategies for more than a decade and works daily with publishers looking to optimize their own sites for higher search engine rankings. Lynch gave Inbox readers a preview of his presentation at next week’s conference.
Inbox: What are some ways to help determine whether a publisher will need to outsource the implementation of the company’s SEO strategy?
Tom Lynch: It’s really about staffing. If you have someone who can do it and has the skill set, it makes a lot of sense to do it in-house. I’ve been doing this since 1994, and the business keeps changing. I also have a direct marketing degree which, I would assume, most in-house techies don’t have. Being able to optimize a site or put together a pay-per-click program anyone may be able to do that, but are they asking the right questions?
The big questions are: who are your audiences and what are the business goals by audience? Once we can define that, now we can start thinking about keywords used to get them to that business goal. So anybody could take an existing site and optimize it for the words that are already there. But have we even chosen the right words in the first place?
If someone is on a really tight budget and you have a tech-savvy person that understands SEO, I’d say give it a try. Take a look at your analytics—which are how you can see what’s actually happening on the site—and take a look at your sales after six months … and if you’re not happy maybe you should outsource it.