Mar 25, 2013 at 11:37am ET by Eric Enge
Launching a new site, or any major site update, for a large enterprise comes with some unique challenges. A short summary of some of the most common include those listed below.
SEO Challenges: New Site Launch Or Major Updates
- Too many decision makers. This is one of the more basic headaches. Product marketing, engineering, PR and the executive branch can all weigh-in in ways that can have you ripping your hair out.
- Many development priorities. This is often the most frustrating challenge, because it is the hardest one to combat. Other priorities may well be more important in the short term than what you are pushing for. Or, worse, it just makes it harder for you to get key players to buy into your idealistic view of the best way to build the new website.
- Ignorance of SEO. You still run into those that think that SEO is unimportant. Yes, they are still out there. I dug into this a bit in my article, Why Do Brands Overlook the SEO Opportunity for Non-Branded Keywords?
- Misinformation About SEO. This one is worse. The exec who thinks they know something, but the information is wrong, just might drive you mad. Just last week at SMX West, I was talking to one exec that told me they had just finished updating the meta keywords on 1800 to their pages. To them, this was SEO. The lost time is certainly one bad part of this, but worse still, to this exec, the SEO for the site was done. (I took it upon myself to set them straight.)
- Misconceptions. The belief that SEO is Hopeless.
The above misinformation deserves its own brief discussion. Many believe that Google changes the rules at its whim, and hence, no SEO effort is sustainable. They have not yet bought into the basic concept that modern SEO is not about tricking Google; it is, in fact, a form of branding activity that uses many tactics that support the overall brand in ways well beyond pure ranking in the SERPs.