Inside the SEO Challenge #1: Interview with two SEO Specialists

Since Google and other search engines keep their ever-evolving search algorithms under lock and key, getting a handle on effective SEO strategies is a little like trying to hold onto a school of fish with your bare hands. That’s where SEO Specialists like Nicki Hicks and Angie Weeks come in. Each of these gals make it their business to keep on top of changes in the industry so they can assess how to best apply SEO for their clients.

Nicki Hicks is the Search Engine Marketer at flyte new media, a web design and Internet marketing firm in Portland, Maine.  Angie Weeks is the founder of Cal Coast Web Design, a search engine optimization company. (More information about these gals and their companies can be found at the end of this post.)

In understanding how to best take advantage of SEO, it’s important for businesses to understand the challenges associated with it. So I asked Nicki and Angie about their most difficult SEO hurdles.  Pay attention; the tricky things don’t always originate where you think they do.

The industry changes quickly and often. Nicki explains that “Google and the other search engines are always coming up with bigger and better bots, so it’s important for me  to stay up-to-date on the latest and greatest. Likewise for when the newest “shiny object” is invented, such as Twitter, Facebook, YouTube or blogging. Experimenting first is key, so we can help guide our clients with our experience. Industry leaders and their blogs are great for staying abreast of new developments, as are conferences.”

SEO is a self-taught process. Since the industry keeps changing, there is no formalized education or class, which means you really have to pay attention and keep up with new developments. As Nicki points out, this is a blessing because theoretically anyone can do it. But when you’ve got a business to run, who has time? That’s why I personally put my money to work with an SEO Specialist. Let them research and experiment first, and then guide me so I can keep working with my clients.

Client participation. Is this a surprise, dear reader? Think about it: you want the best SEO specialist you can find.  But are you helping them help you?  Angie shared this with me: “Our team has proactive, full service, guaranteed organic ranking action plans. Our clients know they need to provide information, but sometimes they are so overwhelmed with the day-to-day core business that they have difficulty delivering information in a timely manner. In those cases, the campaign can suffer. On the other hand, businesses who stay involved with their campaigns see a lot of success.”

Yes, it’s tough to juggle everything that needs to be done for your business.  But if you invest just a little time in providing your SEO Specialist with the information they need, you’re the one who will benefit the most.

Client budget. This is a tricky one given the economy. But Angie makes a good point:  “Businesses are only beginning to realize it’s time to reallocate a significant portion of print budget and Yellow Page budget to SEO and SMO campaigns.  Many business owners still tend to give online campaigns the budget ‘leftovers’, and then end up disappointed that their small investment did not take off big.”  So take the time to analyze your budget and see what you can give to SEO. If more people are surfing than opening their mail, you should probably tackle the online wave.

So understanding SEO sometime begins with our own relationship to it.  If you want SEO success, you have to participate just a little bit. The small amount of time you put in allows your hard-working, knowledgeable SEO Specialist put all their research and experience to good use for your business.

But this is only the beginning.  What about SEO and your copy?  Is there a happy medium between pleasing your readers and pleasing the search engines?  With the help of Nicki and Angie, my next blog will tackle this issue.  Stay tuned!

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Nicki Hicks is the Search Engine Marketer at flyte new media, a Web design and Internet marketing firm in Portland, Maine. Her Maine SEO blog focuses on search engine optimization and marketing, social media, blogging, and other important Web marketing tactics. For more on SEO and other unrelated, interesting fun facts, follow Nicki on Twitter.

Founded in 2002, Cal Coast Web Design is a cutting edge search engine optimization company.  We pride ourselves on guaranteed organic ranking programs, A+ BBB rating, and totally unique-to-the-client web designs.  No matter how big or small the website, we can build it and get it found in search engines!  With roots in Orange County, Cal Coast is at the forefront of the technology industry.  Let us build your next website and SEO package … and watch your business soar into success!