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CommentWednesday, December 5, 2007

SES Chicago: Finding Balance In SEO

Crafting a site involves people with different focuses and skill sets. Allowing them to run free instead of working together is a recipe for disaster.

SES Chicago returns, and WebProNews is on hand to bring you reports and videos from the Windy City. Enjoy our coverage this week.

United we profit, divided we watch someone else come along and take all of our clients. Though wordier than the original quote, it summarizes what speakers at the SES Chicago session on SEO & Development: Get It Together! wanted to communicate.

Geoff Karcher called for checks and balances in the process of site building. Designers, coders, and SEOs all have different areas of focus.

Those efforts need to add up to one effective website. If the development and the optimization staffers clash, due to the disparate areas of focus, problems will ensue.

Sage Lewis said both sides tend to have points of view that are ready-made for colliding. Developers don't understand the value of what SEOs recommend. The SEOs frequently take an inflexible stance and an all or nothing attitude.

It's not healthy. Communication will help.

When teams operate in silos, as Colton Perry observed, lots of bad things tend to happen to a site's potential optimization. Developers put up barriers to optimization:

•  Text as images
•  Splash pages
•  Spider traps
•  Poor coding
•  Poor, vague, or No title tags
•  No sitemap
•  No image title tags

The panel advised businesses to do some due diligence when looking for an outside SEO company to improve a site's rankings. They noted anyone can show you results as long as they handpick their clients.

That makes it important for a company to find the SEO's clients and contact some of them directly, to find out how well the SEO performed for them.

WebProNews Internet reporter/anchor Kara Ratliff contributed to this report.

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Elements of a website.

The article's point about bringing together different disciplines is valuable. A point we try to get across to the small business owners we support.

To an extent, the root of the problem lies in education. We were recently asked to assist with work placements for students on a web design degree course. Only to discover that out of three years study, the time devoted strictly to SEO was a magnificient two days.

No one expects absolute expertise in all fields but by failing to make students aware of optimisation needs, colleges are failing their future clients. Many of whom believe the purpose of a site is to attract business, by being well optimised. SEO needs to be demystified and hammered home from day one. Then young designers can talk to clients about helping their business, rather than just creating a pretty website.

Outsource SEM Issues

I know some instances where you are right on this issue, but I also know where the opposite tends to be more true. Small sized businesses that are late in leveraging internet technology and don't have any way to objectively weigh the information they receive from their vendors can generally benefit from letting one company take point and run the show -- as long as they've done the due diligence to know that one company can perform. The teamwork model can be a good one towards accomplishing things, but remember also that wars are typically won by the decisions of a single general who understood the dynamics between all the elements and made the correct decisions often alone and with only a moment's notice. We tend to place a lot of politically correct emphasis on the importance of teamwork, but historically, most major accomplishments were crafted by individuals and carried out by folks who grumbled along the way that it wasn't gonna work and whose opinions were never requested. Early on, internet technology and its countless elements were legitimately unknown and hacker types experimented, discovered and paved some now familiar paths. Today though we are at a point where enough time has passed where there are people in our industry that really are good, that really are just slowed down by committee decisions because they have the experience to make objectively good decisions that are not experimental in nature or in need of a consensus. Remember, leading by consensus is what a leader does when he's not completely sure where to go. So in short, clients who cannot overcome the internet technology learning curve are often better served by a responsible and accountable dictator than they are by a team of different specialists -- whether they balance each other or collide either way.

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