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Professional SEO: Hand Off to Bob or Outsource the Job

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We are often asked if professional SEO (search engine optimization) can be done effectively utilizing in-house talent. Despite our obvious self-interests on the subject, our answer is always a qualified “yes”- you can achieve professional SEO results using existing talent. However, for every company we have known that has met with great in-house SEO success, we know of many more that have seen their in-house efforts fail. We have also discovered the companies that have succeeded share some common traits.If your company is considering doing SEO in-house, there are some critical questions that you should address before you proceed.

Do I have the proper resources at my disposal to achieve professional SEO results?

Search engine optimization takes time, and your internal SEO expert will need to have a great deal of it at his or her disposal – especially at the project’s outset when target audiences, keyphrases, and optimization schemes are first being established. Even after the initial optimization effort, the nature of SEO will require this person to spend ample time keeping up with industry trends, monitoring campaign progress, performing A/B testing, and expanding the campaign as new product and service areas are added.

Perhaps even more important than time, achieving professional SEO results requires a unique set of aptitudes. The person responsible for your internal SEO initiative must possess the ability to learn quickly and to look at your website from a macro-perspective, marrying together the needs of sales, marketing, and IT. He or she can not be an aggressive risk taker, as this is often a surefire way to get your website penalized and potentially removed from the major search engines. These gifted people exist in many companies, but given the unique attributes that these individuals possess, their time is often already spent in other crucial areas of the business.

Without enough time to invest in the project or the right type of person to execute it, an internal SEO initiative is likely doomed to fail.

Do I know which departments of my company should be involved, and will they work with an insider?

As mentioned above, professional SEO, by necessity, involves marketing, sales, and IT. The SEO expert must work with marketing to find out what types of offers and initiatives are working offline to help translate them effectively online. He or she must work with sales to identify the types of leads that are most valuable so that you can target the right people in the keyphrase selection process. And, finally, your SEO expert will need to work with IT to determine any technical limitations to the SEO recommendations, learn of any past initiatives based on a technical approach, and get the final optimization schemes implemented on the website.

Sadly, in many businesses, these departments have a somewhat adversarial relationship. However, it is the duty of the SEO expert to act as a project manager and coordinate the efforts of all three departments if you are going to get the most out of your campaign. No professional SEO project can be completed in a vacuum. For whatever reason, it is often easier for an outsider to get adversarial departments on the same page, in the same way that a marriage counselor might convince a woman of her undying love for her husband while the husband is still grimacing from a well-placed knee in the parking lot.

Will someone be held accountable for the results?

This may seem like a small consideration, but it can have a tremendous impact on the success of the campaign. If you have added this responsibility to some poor soul’s job description with the direction that he or she should “do the best you can,” you’ll be lucky to make any headway at all (especially if the person is not enthusiastic about SEO). Whether SEO is done in-house or outsourced, someone will have to take responsibility for showing progress, explaining setbacks, and continually improving results. Without this accountability, it is very common to see an initiative fade as the buck is passed.

Can I afford delayed results based on a learning curve?

It’s a reality – professional SEO expertise has a steep learning curve. While the information on how to perform the basics of optimization are freely available on the web, much of the information out there is also contradictory, and some of it is actually dangerous. It takes time for someone unfamiliar with the discipline to sort the SEO wheat from the SEO chaff (on a side note, a “quoted” search of Google reveals that this may actually mark the first occasion in human history that the phrase “SEO chaff” has been used – we’re betting it’s also the last). Simply put, if the person you are putting on the job has no experience, it will take longer to get results. This may not be a consideration if you aren’t counting on new business from SEO any time soon. However, if you are losing business to your competition due to their professional SEO initiatives, time might be a larger factor.

Will it cost me less to do it in house than it would to choose a professional SEO firm?

Often, companies will attempt this specialized discipline in-house in order to save money, and sometimes this works out as intended. However, accurate calculations of the cost of in-house labor that would be involved versus the price of the firm you would otherwise hire should be performed to make an accurate comparison. When making this calculation, also factor in the opportunity cost of the resource – the tasks that your in-house people are not able to perform because they are involved in SEO.

In addition, if worse comes to worst and your in-house SEO expert is led astray by some of the more dangerous “how-to” guides available, it can cost even more to repair the damage than it would have to hire a professional SEO firm to perform the optimization from the outset. And an internal SEO campaign gone wrong can cost even more than the stated fee – websites that violate the terms of service of the major search engines (whether intentional or not) can be severely penalized or even removed, costing you a lot of lost revenue when potential customers can not find your website for a period of time.

Do I believe that the end result I’ll get in-house will be equal to or greater than the results I would have gotten from a professional SEO firm?

Search engine optimization can create huge sales opportunities, and slight increases in overall exposure can have not-so-slight increases in your bottom-line revenue. If you believe that your talented in-house resource will, given enough time, achieve results equal to or greater than those that could have been achieved by the professional SEO firm you might have chosen, it may make sense to do it internally.

However, in addition to a better knowledge of industry trends, one clear advantage that search engine optimization firms have is the benefit of the experience and macro-perspective that comes from managing many different websites over time. Professional SEO firms can watch a wide range of sites on a continual basis to see what trends are working, what trends aren’t, and what formerly recommended tactics are now actually hurting results.

This macro-perspective allows professional SEO firms to test new tactics as they appear on a case-by-case basis and apply those results across a wide range of clients to determine what the benefit is. It is harder for an individual with access to only one site to perform enough testing and research to achieve optimum results all the time, something that should also factor into the equation.

Do I have at least a slight tolerance for risk?

Neophytes to SEO can make mistakes that can lead to search engine penalization or removal. This happens most commonly when they have an IT background and treat SEO as a strictly technical exercise. We are often called in to assist companies who have had an internal initiative backfire, leaving them in a worse position than the one they were in before they started. The simple truth is that you cannot perform effective SEO without marrying your efforts to the visitor experience, but this is not something that is intuitively understood when people approach SEO for the first time.

However, professional SEO firms are not perfect either. Some firms use those same optimization methods that violate the search engines’ terms of service and can get your site penalized. So, if you do decide to outsource, educate yourself on SEO and do some research on the firm. Know the basics of the business, find out who the firm’s clients are and how long they’ve been in business, and ask for professional references – just like you would do with any major business purchase.
If you have considered all of the above questions, and your answers to all seven are “yes,” your company may be uniquely equipped to achieve professional SEO results in-house. If you answered “no” to any of the first three questions but “yes” to the rest, it does not necessarily mean that you can’t perform SEO in-house – just that you may not be in a position to do so at this time. Taking the actions required to get you in the right position to answer in the affirmative might be worth your while. However, if you answered “no” to any of the last four questions, you may want to consider outsourcing the project to a professional SEO firm.A professional SEO firm has the resources, the time, the expertise, and, most importantly, the experience, to launch an SEO initiative for your website that will have a positive effect on your bottom line. Whichever option you choose, it is important that you fully embrace the channel. A half-hearted initiative, whether done internally or outsourced, can be as ineffective as taking no action at all.

Help! My New Car Financing Has Eaten My Raise!

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Let’s take a look at the facts: Housing prices are rising at a clip of 10-15% per year, tuition costs are rising by an average of 10% each fall, and energy costs – well, the average rise in prices depends on the week you happen to be looking at, but double-digit increases have been the norm for the past few years. And now, the really depressing fact: Average wage increases have hovered between a measly 3 and 4 percent for the past three years. Now what, you ask, does any of this have to do with car financing?Hey, as simple as can be stated, it boils down to numbers. Interest rates: These are the hidden little killers that can destroy retirement plans and lifestyles over the course of a lifetime. Car financing is the second most important credit-related decision you will ever make, the first being the mortgage on your home. So, just as an example, let’s say that you make $30,000 per year and are looking to finance a $25,000 car over five years. The difference between attaining approved car financing at 6% interest and 16% interest equals $130 per month if you take the loan out over 5 years! And here’s the clincher – a 3% annual increase in salary will net you an extra $900 per year (and that’s before taxes), while saving $130 per month on your car financing puts nearly $1600 more dollars in your pocket. (And hey, that’s after taxes!) Even a few percentage points difference on your car financing can actually equal or exceed the raise you got from work this year!I had no idea those tiny numbers could add up to so much money! What is my best option for getting an approved car finance plan – with the lowest interest rates?In the end, your credit rating, and the interest rates it commands, can make or break you over the course of your life. Car financing is not rocket science, but you really have to be careful with the numbers – or you can end up paying thousands of dollars more than you have to. Your best approved car finance option is probably going to be obtained through a bank or credit union. The great things about getting your car financing through a bank is that you tend to get the best rates, personalized service, and you don’t have to worry about some pushy car salesman trying to shove useless add-ons down your throat every five minutes! However, banks and credit unions have higher car-financing standards, so you need decent credit to consider this as an option.But wait a minute – the banks always take forever to process a loan, and the salesperson at the dealership can get me approved in minutes!This is very true. But there is a price for that convenience, isn’t there? The dealer almost always offers you a higher rate on car financing – and be prepared for them to try and sell you every single add-on you never wanted in the hour it takes them to fill out the paperwork! That approved car finance arranged through the dealership may save you a week over financing through a bank – but just a few percentage points difference in interest rates can easily cost you $1,000 more each year for the entire length of your loan. So in the end…how much is that week worth to you?All right…the dealer can be a bad option for car financing – but what about those online places that can approve me in minutes?In all honesty, the Internet can be a great place to secure approved car finance. With the ability to hop around and shop the different sites, you can definitely get some decent interest rates, sometimes comparable to those offered by a bank – plus you can get approved in minutes, and be driving your new car in a day or so. So what’s the catch? Well, the Internet has more than its fair share of scammers just looking to get your social security number and other vital information. If that car financing information ends up in the wrong hands…well, you can do the math! Plus, the ‘Net can be terribly impersonal at times – but it is still a viable option for approved car finance at competitive interest rates.Impulsive and poorly made car financing options can literally cost you the price of an entire new car over the course of your life. Approved car finance is available through a number of outlets, and each has its own benefits and disadvantages. However, if you want to be able to afford actually driving your new car someplace other than home and work for the next few years, you may want to avoid the inflated car financing, AND those useless add-ons, offered by dealerships.

Your Bank and Business Financing – Reality Check

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Business owners and managers want to compare equipment finance companies to their bank and for a good reason; a bank is a company’s first point of reference when borrowing money or financing equipment or an expansion project. A bank is the most obvious place to start and a secure place to store your money and use their multiple services. But what a bank does not do well, both historically because of their structure and the recent tightening of the credit market, is offer business financing for capital assets (equipment). Yet many people get confused when looking for an equipment loan because they are not seeing the whole picture; this is a case where you definitely want to compare apples to apples to get the best results.Here are a few points to compare; these are not set in stone but based on years of experience, these trends apply a majority of the time.1) Total Dollars Financed – banks normally require that you keep a balance of 20% or 30% of the equipment loan amount on deposit. This means they are only financing 70% or 80% of your equipment costs because you have to keep a certain amount of YOUR money in a fixed account for the duration of the loan. In contrast, an equipment finance company will cover 100% of the equipment including all “soft” costs and will only request a one or two month prepayment. No fixed deposits required.2) Soft Costs – banks also will normally not cover “soft” costs like labor, warrantees, consulting and installation which means these costs come out of your pocket. An equipment finance company will cover 100% of the equipment price including “soft” costs and some projects can be financed with 100% “soft” costs which no bank would ever consider.3) Interest Rates – this is the most popular question in the finance world; what’s my rate? If the bank requires 30% deposit in a fixed account then that automatically raises a 5% interest rate to a 20% rate. Now people will argue that you get that deposited money back at the end of the term but that is money which you do not have access to and has an opportunity cost associated with it. Equipment finance companies target their financing rates between 3-5% for cities and 7-9% for commercial financing which is a real fixed rate and not under-stated as the bank rates can be thus independent finance company rates are very competitive with “true” bank rates.4) Process Speed – banks often take weeks to review and approve a finance request while independent finance companies normally only take a few days and can work much more quickly. Finance underwriters only review business financing while a bank has other types of requests clogging their channel.Banks also have many more levels of approval and review to pass while independent finance companies normally only have two, underwriting and credit committee. Even with complicated deals, the finance company’s process is always faster.5) Guarantee – banks require, as a standard part of their documentation, a blanket lien on all assets, both personal and business assets are used as guarantee against default on the loan. Your business assets, your home, your car, and your boat can all be on the line when entering into a bank transaction. This may also be the case with an equipment financing company but if your business operation is solvent then only your business will be listed as collateral and not your personal assets; this is known as a “corp only” approval.6) Monitoring – banks require yearly “re-qualifying” of all their business accounts which means on the anniversary date of your loan each year, you must submit requested financial documents to assure the bank that everything is going well and nothing has affected your business in a negative way. Finance companies do not require anything during the term of the loan or finance as long as the monthly payments are made on time. Nobody will be checking into your business or policing what you do.When comparing your bank financing to an independent equipment finance company, you have to make sure you are evaluating all the key parameters, not just one. Clearly, the fine print and terms of the transaction are more important than the big numbers. Banks work well within their space but have proven time and again not to be as flexible or solution-oriented as an independent finance company which solely focuses on business lending can be.