Make Or Buy : Application In Internet Marketing

Just like Human Resources and Payroll, the next thing people are talking about is whether to have an inhouse person to improve their search engine rankings or hire an expert

So what are the factors that go behind this decision? Some of them are:

The need for data security : Where the company is loathe to share internal information with third parties, it is reluctant to use an external provider for search engine optimisation Availability of Internal expertise : Where a company has hired or trained internet marketing specialists to conduct the job, it may not feel a need for outsourcing the search engine optimisation (seo) initiative. All the same, with the ever changing needs and challenges associated with this domain, it may over time decide to complement its internal skills with that of an external provider. It can also upgrade the skills of existing staff by sending them to internet marketing workshops

Economics : Is it possible to achieve better results at the same price using an external provider/s. does it make more business sense to train a team inhouse. The answer to these questions is frequently in the scale of business. Risk : How risk averse is the company? Large corporates tend to be more risk averse than small and growing companies. Even if they outsource they will try to develop systems and processes for risk mitigation.

At the end of the day, whether a company decides to outsource its search engine optimisation (seo) initiative or keep it inhouse, it needs to have a plan in place. Long term and well thought off plans yield better results than one off and impulsive decisions.

Many companies address this challenge by employing a joint strategy. Have a core inhouse team and complement it with external providers. In my experience, this strategy is almost always very successful as the cost of outsourcing is minimised and the total spectrum of skills is enhanced.

In my work with a distance learning company, they had a webmaster who was extremely capable at basic skills but needed complementary skills when it came to blogging. As blogging was a key inititiative which this company needed to take, we started this initiative for them with specific deliverables. The end result was that traffic increased significantly and they did not incur a high cost.

The issue of control while managing multiple providers is also a critical one. The key to managing external providers is to chart a clear roadmap, have specific deliverables and ensure that they are motivated to achieve the milestones.

Another issue which is of immense importance is to hire the expert (and not someone who knows some tricks, or is a black hat seo). For this, it is very important to check the work performed by the outsourcer and conduct thorough reference checks. The SEO field has expertswho treat it as a science and have defined systems and processes. It is also full of charlatans who have learned some tricks or use shortcuts. Engaging such providers is inviting a ban on the website.

It is therefore imperative that the decision to hire an expert, one who is really an expert is performed carefully. Once the right company is engaged, adequate checks and balances should be in placed to monitor progress.

By: Kylie Monet

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Make Or Buy : Application In Internet Marketing

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