With the nature of our lovely blog, we discuss how to best optimize your website for search engines. However, what do you do if you work with/for a company that is resisting and/or are incapable of making the robust SEO changes you have planned?
What’s holding you back?
There could be a few reason that your company/client are incapable of making SEO changes:
- Logistical limitations: The optimizations can not be implemented due to a lack of resources within the IT department. Or the site is managed by a firm and the management of this relationship is not within your grasp.
- Political limitations: The website is managed by another department and they don’t want to turn the keys over to you.
- Historical limitations: The website is terrible and it’s always been this way, so why optimize it? Or no one in the organization actually has “ownership” of the site.
- Executive limitations: Executives within your organization have not bought into the idea that the site needs a full-scale optimization.
Of course, you and I know that optimizing a site has numerous benefits (too many to count) but sometimes you will hit these obstacles. Even if you scream from the highest cubicle wall that you can increase traffic, sales and revenue, no one is listening. Sometimes these obstacles are made of stone and you can’t move them. But you can go around them.
Can’t move the wall? Find a door!
You may fall into one of the pre-mentioned categories or perhaps your limitations are solely unique. Either way, the SEO work isn’t getting done. If you are being held back by these circumstances, there are a few work-arounds that can allow you to optimize the site in question, even if it’s only in incremental pieces:
- Meta data: Can you make some behind-the-scenes changes by optimizing the meta data and perhaps the alt tags? This does not require changing the content or design elements of the site.
- Site map/Robots files: Other behind-the-scenes elements of the site that could be optimized are the site map and robots files.
- Cross-linking: You can insert cross-linking without altering content or design. By implementing this element of on-page optimization you may be able to show how time-on-site has increased and bounce rate has decreased. This inspire people to listen. Also, while you’re inserting cross-linking, can you insert no-follow links as well?
- One page on the site: Can you convince the gatekeeper to give you the keys to only one page on the site? This way you can optimize the most conversion-friendly page on the site in order to increase rankings, traffic and conversions.
- Off-page initiatives: If the doors to the website are locked and you can’t break in, why not focus on external SEO factors? Namely, link building.
- Competitive analysis: One of the best way to convince executives that you need to optimize your site is to show them how much better your competition is doing. There are a few competitive tools to help you make a case to optimize the site.
Perhaps you run into no roadblocks in your SEO initiatives. If so, that’s great! But if you are working within an organization with similar issues, perhaps these are some helpful solutions to get your SEO campaign off the ground.