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The Art of SEO, 2nd Edition by Rand Fishkin, Jessie Stricchiola, Stephan Spencer, Eric Enge

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Solutions for Small Organizations

Some organizations are not equipped—either structurally or financially—to have an entire SEO team to handle the SEO workload we have been discussing. In fact, only one person may be knowledgeable about SEO, and that person may be only a part-time employee. Or there may not be anyone within the organization with the time or skills necessary to optimize the site, so outsourcing may be required. This section will give you direction on how to handle SEO in a small organization.

In-House SEO Specialist

Building SEO knowledge in-house can be challenging in a small organization where most of the employees are already performing multiple tasks. It is often good to have an SEO consultant on call to answer questions and validate solutions.

If you need to assign SEO to existing talent because you don’t have the budget to hire an agency, consultant, or contractor, you should consider engaging an SEO professional to evaluate the aptitude of the person(s) you have in mind for the role. The cost of this assessment can run anywhere from several hundred to a few thousand dollars, depending on a variety of factors. Countless companies have underestimated the specialized skills and investment required for successful SEO. It’s a role unlike any your organization has seen before—this person needs the technical skills, marketing panache, and political savvy to work her way into your website development processes, and the innovative, outside-the-box thinking that will generate ...

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