As quickly as the search industry moves and changes, the need for SEO training is ongoing. Without providing the proper tools and training, a company will struggle to be successful at SEO.
In most large organizations, a unified, integrated approach to paid search marketing will have a stronger financial impact if centrally managed.
Successfully building an in-house SEO team requires coordination between many parts of the organization, with defined targets and a plan to reach those targets.
Having an in-house SEO team can be beneficial, and is especially important for large organizations with large and complex sites. But you need to lay a strong foundation in order to be successful.
Paid search and organic optimization require different strategies when working to bring them into large organizations. Melanie Mitchell shares her experience of setting up the SEM/SEO practice inside AOL.
