In efforts to increase sales and profitability, more and more companies are turning to online advertising initiatives specifically, search engine optimization. Search Engine Optimization or (SEO) is the art and science of blending technical and branding skills together into a finely tuned web page that is both search engine-friendly, ranks well for defined keywords and phrases, and is tailored to your audience from a buyer and seller perspective.

According to a recent U.S. study, only 20% of all businesses outsource search engine optimization programs to professional SEO firms. The remaining 80% either do not conduct search engine optimization at all or they believe they have the resources and skills to do it in-house. Of this 80%, it is probable that 90% of these businesses cant be found on the web they dont exist. In order to contruct any amount of significant web visibility, your web page must typically rank within the top-30 results.

So, the question comes down to what is in your companys best interests?
Conduct your SEO program in-house or out-source it. To answer this question, lets first take a look at the information, skills and resources necessary to implement and maintain a successful search engine optimization script.

SEO data and skills required

1) Basic understanding of how search engines and directories work.
This might seem overly apparent, but you would be amazed how many people do not understand how they actually work. This information provides the foundation for your SEO code .

2) Website design
Although SEO is not completely a technical advertising process, it does require a fair amount of technical knowledge of what constitutes search engine-friendly web design. Certain web develope elements may either help your search engine rankings or hurt them. You simply have to understand which is which.

3) SEO acquired skill
This is the most important and most difficult understanding to obtain. If you have never implemented a SEO script, then you are in for a big surprise. Search engine optimization programs require a lot of research and are extremely measure consuming. Most importantly, they require actual SEO experience. This means knowing what SEO strategies and tactics work and which ones dont.

In-house vs. out-sourced SEO programs

If your company is considering conducting your search engine optimization program in-house, here are some questions to think about.

Who will be responsible for analyzing, developing, implementing and measuring the success of your SEO code ?

Is this considered the role of your IT department, Marketing department or some other individual(s) within your business ?

Do they have the measure , information, and resources to successfully implement and maintain your search engine optimization code ? And do they really care if it works or not?

IT Department

Typically your IT department handles multiple daily tasks from trouble-shooting your companys LAN or WAN to fixing the sales departments laptops? Out of a busy IT persons day, what priority and focus do you think he or she will commit to for your SEO script? And even if your IT department has some skills in web design or development, these skills generate up only a small percentage of the understanding required for a successful search engine optimization code .

Marketing Department

Typically, your promoting department juggles many marketing projects at once and faces strict completion deadlines. From handling new print collateral campaigns to taking ready for new product or accomadation launches, advertising personnels instant is spread very thin. In addition, how knowledgeable is your selling department in the technical aspects of web develope and search engine optimization? Do they have the measure to become well-versed? Do they have sufficient internal resources? Often the answer to both questions is no, they do not.

Other individual(s) within your business

Ok, so the responsibility falls onto someone outside of your Marketing or IT department. Who will that be and why are they responsible for your SEO program? Providing these individuals with a new project of the month, will typically result in another check mark off of their monthly to-do list and frustration by top management of why their website is not producing any sales results.

Summary

From a business standpoint, it makes sense to try to leverage internal resources to maximize your companys productivity and profitability whenever possible. However, there must be a line drawn in the sand between knowing what your organizations capabilities are and what they are not.

As you can see, there is more to search engine optimization than meets the eye. In order to implement and maintain a SEO program, you must grab the necessary data , skills, and resources. This might be done by hiring a professional search engine optimization firm. Professional SEO firms have dedicated resources and experience to support your companys web selling initiatives. By leveraging their experience and understand -how, your business may quickly and more efficiently implement a successful search engine optimization script.