Author: Jill Kocher
Search engine optimization isn’t a project you can do once. For lasting success, SEO needs to be built into the core of how you manage your ecommerce business.
Fifteen years ago it was possible for an SEO professional to improve organic search while sitting by himself in a dark corner. He’d cram keywords into copy after it was already written, create sitemap after sitemap, and build links like crazy — on article sites, wikis, and blog comments. Not today.
Search engine optimization still includes keyword relevance and link authority. But the implementation of those important elements must be expressed in the way that the site is structured and built; in the products that are offered and how they’re named; and in the content marketing offerings on and off the site. That’s why it needs to be built into the core of your digital operations.
… SEO needs to be built into the core of how you manage your ecommerce business.
SEO professionals are, in fact, responsible for very few deliverables. Yes, SEOs need to conduct deep keyword research on an ongoing basis to inform strategy and taxonomy. We need to audit the site periodically to be certain that it continues to meet best practices and advise on optimization efforts. We need to optimize content and write metadata for new content.
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