When determining whether your web designer should do your SEO, ask yourself this question:
Would I have my plumber do my electrical work?
Hopefully your answer is No. Your plumber may know a little bit about electricity. He might be able to help you with a simple problem, but you wouldn’t want him to wire your house. Your web designer knows how to design your web site and may know a bit about SEO. A digital marketing agency knows best how to handle your SEO strategy.
Sure your web designer may know a little about SEO, but understand that there’s much more to SEO and digital marketing than just optimizing your web site.
Here are some questions to consider when deciding who should be in charge of your SEO:
Who Is Most Knowledgeable about SEO?
Do web designers know about SEO? Some do, however, it will most likely be limited knowledge rather than the expert experience of an online marketing firm. I know a little bit about math, do you want me to do your taxes? (I’ll give you that answer – NO!)
SEO is about algorithms. Google acknowledges they make over 200 tweaks a year to how they deliver search results. Knowing how these changes will effect your site and how it will function in the search engines is of utmost importance, especially when your business depends on your search engine rankings.
Who Knows the Most about Search Engine Policy?
Policies and best practices are another aspect of SEO that is continually changing. Guest Blogging, directory submissions, link building strategies are all subjects that have changed recently. Google has rolled out updates such as Penguin, Panda, and Hummingbird that all might sound adorable but have had dramatic effects on site rankings. We regularly have clients come to us with brand new sites with seriously outdated or misinformation from their web designers concerning SEO. With Google, Bing, and other search engines consistently updating their requirements for SEO and how to utilize it, it’s important to keep on top of the latest updates and changes.
Search engines have policies that web designers may not even know about, yet if they do your SEO as they’re creating your web site, they may unwittingly violate that policy. For example one recent client came to us after their site was severely penalized because their web designer had created duplicate content on their own hosting. This mistake took months to correct and cost their business thousands of dollars. It’s the role of online marketing agencies and firms to keep up to date on these changes in order to ensure their clients are adhering to the latest policies.
What About Off Page SEO?
When people think of SEO, they first think of websites, site navigation and page titles. Those components are what are known as ‘on page SEO’ – the things that are directly on, or related to, your webpage. Yet, there is another major component to SEO that is just as important – ‘off page SEO.’
Off page SEO includes all the activities required to drive people to your website. This means interacting with your customers and community on social media (Facebook, Twitter, etc) and building links to your page from other websites. Each of these activities ‘off page’ will ultimately direct people to your website, whether it’s through a YouTube video.
Your web designer may be able to adequately take care of your on page SEO, but will she care about continually managing your off page SEO? If the answer is ‘no,’ your business is missing out on a major part of its online marketing strategy.
Web designers are great at what they do – designing compelling web sites. But if you’re relying on them to drive your online marketing with SEO, you will be disappointed in the results.
Hiring an online marketing agency that specializes in making sure your business is not only on and off page optimized, but helps you create campaigns around your business that drive more people to your web site is an invaluable bonus to your company’s marketing plan.