Should SEO be the domain of PR and Marketing professionals?
Simple Definition - SEO Expert
Individuals who are comfortable with code, web development, varied analysis tools, and understand the do's and don'ts when it comes to the likes of Google and other search engines. Possibly to be referred to as a geek, or anorak. Could well be a train spotter. Unlikely to be the centre of attention at a social gathering. Not so good with non-computer languages, the written word for general publication, or indeed people other than his/her fellow philatelists.
Simple Definition - PR Professional
Typically gregarious, out spoken, seemingly knowledgeable and understands that the pen is infinitely mightier than the AK-47 or M16. Someone who is trained and skilled in business marketing, has plenty of contacts and experience in "getting the word out". Skills may also include identifying what the word is, prior to getting it "out". This person is good at writing and/or proofing copy for publication, and understands the target audience.
These are two seemingly compatible, but wildly different individuals and skills. The SEO and the PR expert. Why is it that so many organisations now expect one of these two individuals to do the job of both? More and more these days, the SEO agency is being either asked to provide the technical SEO services, and at the same time being pressured to provide copy writing and PR advice also. Conversely, PR professionals are being expected to fully understand, and consult, on what's really technical issues relating to web site development and search engine optimisation. How did these lines become so blurred? Why are organisations attempting to kill off either one or the other, when so clearly neither is either comfortable or capable of taking over the role of the other?
It recently struck me that, from one point of view, a person that is technically minded and great with code, possibly isn't the person I would want to write copy for my website. I'm not sure I would even trust them to write the title tags, or meta description? I would expect that they would offer guidance on the best way to go about it, but not actually provide any written copy at all. Similarly, I wouldn't ask the person that writes the copy for my web pages, or media publications to setup our servers, migrate our desktops from Windows XP to Vista, nor would I ask them to develop a new cutting edge web site for us. I would no more ask one of these professionals to provide input on a subject other than their own, than I would ask my Doctor to fit a new kitchen for me.
Obviously everyone is feeling the pinch with the ongoing credit crunch / global financial crisis, but if any company is going to take their web site seriously, then they really need to take it seriously. Don't expect your SEO person, whether in house or agency, to provide services that they aren't equipped or best suited to provide. People who successfully provide SEO services, aren't always so gifted at PR; and vice versa.
Companies, depending on budgets, should deploy a more diverse team of experts to ensure success in media and search engines, such as copywriters, Web designers, Web developers, analytical experts, etc.
Marketing minded people:
Marketing minded people who understand "on page" content are people who can rapidly understand your business and objectives. Through research into keywords and competitive analysis, they quickly draft a strategy for content and marketing. An "on page" person with a marketing mind will also help you address holes in your content, and be more than competent copywriters due to years of experience in SEO projects. A gifted communicator, and a powerful asset.
Technical SEO Expert:
This person knows all of the technical pitfalls of a Web site. They probably read the Google patents and have a plethora of tools that they use to analyse a web site. They are very comfortable with code, but may have a few communication issues, and solitary hobbies; see train spotting.
The Link Builder:
The link builder is all about promoting the authority of a web site through inbound links from related web sites. With a network of known sites and partners, they are able to promote your site rapidly and increase traffic quickly.
The Project Manager:
Cutting to the chase, the project manager quickly dispels the flannel and the over analysed. A solid project manager is critical if you want to move past research and actually effect progress, changes, and of course results.
Frequently it makes sense to outsource the SEO to the good companies that can provide the required expertise. The cost of outsourcing SEO is typically significantly less than employing in-house skills. Be aware though that the SEO company isn't going to know your business as well as you do, and that they do have "other clients". The technical advice remains the same from client to client, so perhaps find some way to bridge the gap between their technical SEO skills and your ability to describe your business, services and products.
Should SEO be the domain of PR and Marketing professionals? If you're the sort of person who would answer "Yes", to that question, presumably you would also be happy asking a plumber to do a little root canal work for you? Both SEO and PR are skills that require training, and aptitude. For your company to have success with either, don't ask one to do the job of the other.