A Search Engine Optimisation (SEO) survival guide for marketing managers (part 1) – unabridged

note: this is the unabridged version of a post originally published at Bnet.co.uk

SEO is a serious marketing tool

Of all the topics surrounding the web, there is one which tops the list from a marketing point of view and it’s Search Engine Optimisation (aka SEO). It is indeed one of the most important levers for bringing traffic to a site. I can barely think of a Marketing manager I have bumped into in the past 18 months who isn’t obsessed with the fact that his products will or will not show in search engines. This is obviously a valid request and a lot of expectations are set on the improvement/optimisation of web pages to be more search-engine friendly, and a lot of pressure is put on web site owners like yours truly. There is nothing wrong with that though, I believe it all boils down to getting the right explanation across to our managers and explaining what SEO really is and isn’t about. In essence, it’s not about cheating; on the contrary, thinking that optimising your site for ‘free products’ when you sell expensive products is not only daft, it’s pointless. So I won’t take any of your time debating on whether SEO is cheating because it’s not. Or at least it’s not a side of the business that I’m interested in.

My conclusion is that education is at the heart of that matter and I have developed a little web owner survival kit in which I have included some of the fundamentals of SEO, to help Marketing managers and site owners with their daily task of improving their web content and better serve their visitors. This post and slideshare presentation will complement nicely our previous manual on the subject of Internet content.

Your SEO is more than just about  web pages: it’s a matter of strategy

My aim here is not to depict the complete picture of website optimisation. This would be an impossible task. Search engines vary their rules on a daily basis, and narrowing down our attention to Google only wouldn’t be sufficient to simplify our work. What I have attempted to do in this article is to focus on the fundamentals of search engine optimisation. I have used this canvas in the field and I have found it pretty effective in order to evangelise about SEO and get marketing managers to take ownership of this task, as a means, not only to improve their web pages, but mostly to improve how their products/services are presented: well, in essence I could sum it up by adding that improving your SEO will also help hone your marketing strategy, therefore killing two birds with one stone.

When Marketing managers come to see me about their web page SEO they often have grievances about the Internet, or the website or even the webmasters, but none of these are really to blame.

_ “I can’t see my products when I type ‘0800 numbers’” I was told by quite a few marketing managers (just change the keyword/product name, you’ll always get the same problem)

_ Ok, I replied, “but why isn’t your page named ‘0800 numbers’ then?”

_ “It’s normal he answered, we don’t call it that way internally!”

As a natural result, the name of a product which is only internal will never show outside the web because a website isn’t done for internal people, it’s meant for external visitors, who need to be addressed with their vocabulary, not yours. Actually, this means that the marketing manager in question is going to have to step into his visitors’ shoes and stop interpreting the world through his own cultural references. In essence, this is what marketing is all about, and it has nothing to do with the web.

part 2 of this SEO survival guide for Marketing managers will be about our 10 steps for improving your SEO dramatically and simply.

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Yann Gourvennec

CEO & Founder at Visionary Marketing
Yann has a long-standing experience in marketing, information systems and Web marketing. He created visionarymarketing.com in 1996 and since then, he has practiced Web strategy, e-business and Web communications in the field. He was a member of socialmedia.org from 2008 till 2013. He is a lecturer, a keynote speaker, an author and blogger. In early 2014, he went from intrapreneur to entrepreneur when he founded his digital marketing agency Visionary Marketing.
Yann Gourvennec
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25 thoughts on “A Search Engine Optimisation (SEO) survival guide for marketing managers (part 1) – unabridged

  1. Pingback: A Search Engine Optimisation (SEO) survival guide for marketing managers (part 2) – unabridged « Marketing & Innovation
  2. Pingback: A Search Engine Optimisation (SEO) survival guide for marketing managers (part 2) – unabridged « Marketing & Innovation
  3. Good thing found at your blog about email marketing! Welldone! You have placed a good information on your blog. But, I want to talk something more about email marketing. Actually, it is not too easy as it seems. Most of the people are under misconception that collecting email IDs and using a bulk email sender can make you successful. But it is not. What do you think? Actually, most of the businesses these days are not selling one product. They are selling different products for diff. niches and for the different markets. So, in this case they should have the different lists of bulk email IDs. Email Marketing is being difficult in these days. But still experiments are being done by a lot of people and companies. I usually keep on trying the products of the different companies. Now a days, some wonderful products are coming in the market that can give you great earning opportunities. I do not want my comment considered as spam here so will not discuss about my blog, but if you visit my blog then you will find, how I am using different products for my email marketing these days and making a lot Really! When I found your blog about email marketing, It was great one and I could not stop myself writing comment? But, last thing, I want to ask, Do you offer newsletter to your visitors or not? Do you know any kind of program to make effective newsletter? Waiting for reply – Thanks – Regards

    1. Thanks for your comment. I do appreciate that e-marketing is a lot more complicated than described in my posts (there are 2 of them in fact and this one is only part one). But I usually don’t promote “get rich quick” types of blogs or websites, sorry, so I have removed your URL. Readers should be warned that there is no such thing as “get rich quick” themes without strings attached and this is why I am leaving this comment online.
      Cheers,
      Yann

  4. Good thing found at your blog about email marketing! Welldone! You have placed a good information on your blog. But, I want to talk something more about email marketing. Actually, it is not too easy as it seems. Most of the people are under misconception that collecting email IDs and using a bulk email sender can make you successful. But it is not. What do you think? Actually, most of the businesses these days are not selling one product. They are selling different products for diff. niches and for the different markets. So, in this case they should have the different lists of bulk email IDs. Email Marketing is being difficult in these days. But still experiments are being done by a lot of people and companies. I usually keep on trying the products of the different companies. Now a days, some wonderful products are coming in the market that can give you great earning opportunities. I do not want my comment considered as spam here so will not discuss about my blog, but if you visit my blog then you will find, how I am using different products for my email marketing these days and making a lot Really! When I found your blog about email marketing, It was great one and I could not stop myself writing comment? But, last thing, I want to ask, Do you offer newsletter to your visitors or not? Do you know any kind of program to make effective newsletter? Waiting for reply – Thanks – Regards

    1. Thanks for your comment. I do appreciate that e-marketing is a lot more complicated than described in my posts (there are 2 of them in fact and this one is only part one). But I usually don’t promote “get rich quick” types of blogs or websites, sorry, so I have removed your URL. Readers should be warned that there is no such thing as “get rich quick” themes without strings attached and this is why I am leaving this comment online.
      Cheers,
      Yann

  5. Pingback: A Search Engine Optimisation (SEO) survival guide for marketing managers (part 2) – unabridged « Veille Référencement, Ressources SEO
  6. Pingback: popular myth about duplicate content debunked by Google « Marketing & Innovation
  7. Pingback: popular myth about duplicate content debunked by Google « Marketing & Innovation
  8. Pingback: Google tue le mythe de la pénalisation du contenu dupliqué « Marketing & Innovation
  9. Pingback: Avéyo » Blog Archive » Google tue le mythe de la pénalisation du contenu dupliqué
  10. If everyone understood the true value of seo work, all search engine optimization specialists would be overwhelmed right now! And, heading towards some serious money! Convincing people that I’m not going to cheap in SEO just to give them a moment in the sun, when they could have a longterm success, pits me up against considerable greed issues with some clients. If only all were more honorable in their intentions, as I have always strived to be and am.

    Hope to see more on this.

    1. I can’t guarantee everyone will get it, but at least one can try and explain things over and over again until people understand that a) they can seek help from [true] experts b) that such experts shouldn’t be of a the “get rich quick kind” and work ethically c) that they can also helps themselves by doing true marketing and leaving the web part to experts, be they internal or third party.

  11. If everyone understood the true value of seo work, all search engine optimization specialists would be overwhelmed right now! And, heading towards some serious money! Convincing people that I’m not going to cheap in SEO just to give them a moment in the sun, when they could have a longterm success, pits me up against considerable greed issues with some clients. If only all were more honorable in their intentions, as I have always strived to be and am.

    Hope to see more on this.

  12. You bring up great points. I actually didn’t know about some of this, glad I dropped by. Thanks!

  13. You bring up great points. I actually didn’t know about some of this, glad I dropped by. Thanks!

  14. This just goes to show that Internet Marketing strategies are becomming more and more covert and it’s time to step up your tactics.

    1. hmmmm. looks like link-baiting. Leaving the comment anyway, readers will judge.

  15. Organic seo is one of (if not “THE”) the best investments a business can make. Of course, I am biased a bit but I can’t think of anything that can provide such a high ROI in the right hands.

  16. I think there is a line that you can walk when starting the SEO process. All the on page factors are a must to beginning. I look at it kinda like giving Google a road map to what you would like to be found for. On page alone will not get you the rankings but thats where all the off page seo comes into it. That is where a true professional can come in handy because in 2014 Google is getting really specific on what drives rankings. I have seen to many sites make huge gains in the last few months and then to be taken down by the last algo changes in the past month. So when you are doing seo its a marathon and not a sprint in todays niche markets.

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