Social Media Blog by Michael Brito

One Challenge of In-House SEO: Keyword Mapping

In the past, I have written that search engine optimization is not rocket science and that anyone can learn the key fundamentals of on/off page optimization. Setting aside the new variables of SEO (social bookmarking, tagging and other social media strategies), the real challenge of in-house SEO comes when you are managing a site with several thousand web pages; and the daunting task of figuring out which keywords should map to which pages (usually managed by an in-house SEO manager). This is a strategic process that can take weeks, if not months, especially if there are several stakeholders involved in the decision making process. Often times, you will have to play non-partisan politics when two or more managers want their web pages to rank for the same keywords. In this case, it would be wise to create some type of governance model to help with conflicts such as this. Of [...]

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