Here’s something I’ve noticed in a decade or so of managing and delivering search engine optimization (SEO) projects: one of the biggest causes of poor SEO results is lack of engagement by top executives …and in particular, the top-ranking marketing execs who authorize the project, and therefore have the greatest stake in its success and the most to lose from its going off the rails.
But we see it time and time again… the CMO writes us a check and basically disappears, leaving the conduct of the project to eMagine and a marketing specialist or coordinator.
Now, we’re certainly OK with our client management’s right to delegate, and we enjoy some degree of project autonomy as much as anyone. So just how does this become a problem? Well…
- It’s generally the case that the client’s top marketing leaders have a keener understanding of their company, its markets and products than does their staff …that’s one of the reasons they got to be in charge, right? So if their insights go missing, that’s going to be problematic.
- Too often, that more junior specialist/coordinator is assigned the task of steering the project without having been in the earlier discussions of its importance and potential payoff; so (s)he may be forgiven for viewing it as just another chore added to a frequently already-overloaded plate.
- Even if the coordinator realizes the need for senior-management insight, (s)he often finds it difficult to get them re-engaged …a sure-fire recipe for frustration.
So, how do we recommend that an SEO project should proceed, done right? Well, we’ve outlined the major elements of eMagine’s service on our website; the process can take as much as 6 months, in conjunction with a site rebuild. Now, it’s by no means necessary for the CMO to maintain close involvement with the effort throughout that entire period; most of that time is consumed by work done primarily by eMagine, plus the client’s website content development. But there are certain key milestones where the CMO should rejoin the effort and add his/her insights, including:
- The project kickoff call, which sets the tone, business goals, expectations and schedule for the entire effort.
- Keyword analysis/review/comment, and keyword approval: generally the activity where the top exec’s greater understanding will make the most difference.
- Approval of the team’s optimization recommendations: most of the hay is in the barn by this point, but it’s the client’s last chance to make any improvements based on their business perspective.
An SEO project represents a serious commitment of dollars and time, with a fairly hefty payoff at stake. Your professional Search Engine Marketing consultants are prepared to structure and drive the project; however, your attention as CMO will be needed at the critical junctures to ensure that payoff. So take the pledge, and don’t simply set-&-forget the effort!
