Wed, 16 Jan 2008 09:52:14 by Matt Hopkins
That old adage - jack of all trades, master of none - is true with many things and none more so than with search engine marketing.
Its not an issue of capability. Many web designers have fantastic skills that would also make them great search marketers or optimisers. The same is true of many copywriters, web developers, etc.
The issue is with consistency of approach, experience and the time required to learn and keep up with best practice in one of the fastest changing industries on the planet. If your staff (or your agency's staff) are required to be web developers, web designers, analytics specialists and optimisers - there is not enough time in the day to become good let alone great at any of them.
This is an industry where specialists really do make a difference and in order to get anyone to become a true expert requires the implementation of a system and hands-on experience.
Reading books, blogs and other material on search engine optimisation provides a foundation but it is the first and lowest level of learning (memorisation). Its a state where many self-proclaimed experts or the staff of many generalists are perpetually stuck. Its easy to memorise various techniques and facts.. but it doesn't mean that it is easy to apply them in a world where Google's algorithm alone is based on over 100 different components and every situation (client, web site, ranking factor) is different.
The highest level of learning is synthesis (aka "subconscious competence"). This state occurs when someone has learned something so well that it becomes "synthesised" into the way they think, act and react. And this can only come from systemised repetition and practice and direct experience. This is true expertise.
There are many advantages to considering a "one stop shop" when it comes to your marketing - its certainly easier in terms of administration, billing, and relationship management. But be aware that some companies rely on the heroic efforts of their staff in performing a variety of "skilled" services for you - some of which they are naturally better at than others.
If your agency's SEO or PPC team are not completely dedicated to search, then you are increasing the chances that mistakes will be made and will potentially reduce the effectiveness of your search marketing.
Matt Hopkins
Managing Director |
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