The Art of SEO

Solutions for Small Organizations

Some organizations are not equipped—either structurally or financially—to have an entire SEO team. In fact, only one person may be knowledgeable about SEO, and that person may be only a part-time employee. Or there may not be anyone within the organization with the time or skills necessary to optimize the site, so outsourcing may be required.

The amount of time that is needed to perform effective SEO work depends on the size and complexity of the website, as well as the competitiveness of the market space the organization is pursuing. An organization’s size and vertical scope add to the overall complexity of the SEO process. Some of the ways that SEO affects complexity include:

Keyword research

More pages mean more keyword research. Solid keyword research is needed to help drive the site architecture and content plans.

Titles and headings

As two of the most powerful on-page SEO ranking factors, titles and headings need to be chosen for every page. For very large sites, you may have to design an algorithmic method to choose these for you.

Site architecture

Websites should have pages that address the majority of ways in which potential users think about their products and services; and as we covered in Chapter 6, a larger site is likely to have a more complex hierarchy.

Meta descriptions

Meta descriptions are important because search engines often use an excerpt from your meta description in the SERPs, which influences your site’s click-through rate.

Link-building ...