Employing a SEO tekkie or hiring a Digital Media Consultant for your venue?
I remember using a metaphor about ‘Doctors or Personal Trainers’ for my clients to exemplify to them what a SEO consultant can do for them.
With this sort of analogy I pursue to explain the importance of being objective, persistent, consistent and with a deep professional knowledge to achieve your venue search engine optimisation sought goals.
As with a summer vacation, the development of a website SEO as well as venue branding takes time and will require measures to help them to reach their “summer-time” step by step.
My Doctor or my Personal Trainer?
An analogy to explain the big SEO question:
One day, a man is getting heartburn so much that he decides to go to a doctor.
A doctor prescribes a heartburn medicine to the man and states that the real cause of heartburn is that he is overweight. “Lose weight – eat healthier,” the doctor tells the man.
At home, the man looks at himself in the mirror and says the doctor is right. He changes his eating habits and, over time, finds the pounds start to drop.
One day, however, the man got heartburn again, and he sought the advice of a second doctor. Again, the doctor prescribes hi, heartburn medicine and finds that the real cause of the problem is still male excess. “Lose weight – eat healthier and move more,” another doctor says to the man.
In addition to his diet, the man also changes his way of doing things. He goes jogging and at home does resistance training with a rubber band.
Over time, a few kilos leave the body, after which the scales read to the same readings. There has been a development, but not enough to make the man happy with the result.
In this case, the man realises he is approaching the situation from the wrong angle. The advice given by the doctors has guided him day by day from the original problem – overweight – but the man is still miles away from his desired goal : to be a good man who can move and live healthy.
In this case, the man sets his goal to participate in the half marathon in the coming year and survive to the finish with honour.
In his new ambitious enthusiasm, the man seeks a personal trainer (P.T). He tells the P.T about his goals and the schedule he has set himself. The P.T listens, records the desired goals and starts building a suitable diet and fitness program for the next few months.
“If you want to survive a half marathon, for the next three months we will need to improve your general condition, and then we will be able to focus on the development of the muscles of the legs and the middle body. However, if you follow the program I have built, you will survive the half marathon and at the same time get to the top ”, the personal trainer encourages the man.
Over the next few months, the P.T will put the man in to implement the program and monitor its compliance.
The man meets the P.T every week, where the man is the man with the greatest responsibility for adhering to the program, which also motivates him in weak moments. With the help of P.T, a man learns to do the right kind of muscular exercise outside the hall and also change his jogging rhythm from time to time.
The man has also learned to enjoy cooking, especially surprised by the abundance of flavours he has made.
Eventually, the moment of the half marathon comes and the man runs surprisingly easily. He can’t even imagine being the same man as he was a few more months ago – the extra pounds are gone and the muscles, tenderness, and rash have become healthy self-esteem.
At the same time, he laughs, saying that he had followed the instructions given by both doctors and achieved the desired result.
However, without the help of a personal trainer, he would not have been able to get into this space. The personal trainer taught him to take responsibility for his own health and provided him with the tools to develop it.
He no longer needs P.T’s help, but during the project they have become friends and from time to time also practice together in the gym. P.T continues to give tips on new moves or new recipes that the man likes to take. The man is no longer nervous.
Problem-oriented approach is over
Whist most of SEO executives, managers or directors still operate as the doctors mentioned in the story, looking for symptoms, making diagnosis on the subject and trying to eliminate the problem, a good digital media consultant provides you a more holistic approach taking the commercial, digital and service approach.
The average in-house SEO specialist provides you with a problem-oriented approach as dates back to a time when a typical SEO manager was proposing PPC as the best option without still improving the full SEO clusters of the site. These sort of classic mistakes have provided a steady bread for digital media consultants.
However, times have changed. Site vendors have learned the basics of search engine optimisation, and now building a venue website designed to be found by search engines right from the start is no longer an exception, but a default. However, the fact that the site is readable by search engines does not mean that the site is well-known to search engines.
There is still a need, but unfortunately the typical development of site discovery has meant for example the following guidelines for the customer:
There is still a need, but unfortunately the typical development of site discovery has meant for example the following guidelines for the customer:
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- “Add more SEO copywriting-content to this page”
- “The headers of these pages must be edited”
- “Also edit page meta descriptions to fit”
That is, the client should “eat healthier and move more in practice ” in the online world , as in the story, the advice given to the men by doctors. There is no great planning, but measures are being taken to develop better ranking on the SERP.
Don’t be misunderstood, there are always people in every office who know how to develop a client’s online business like a story trainer. However, this explains why the choice of a suitable digital office for the company and the development of collaboration is still extremely personal – this developmental attitude is rooted in individuals’ own skills, not necessarily in the general way the house works.
If this person decides to switch from one office to another, the client may suddenly find himself lost. He may lack the confidence that an established consultant would be able to develop their online business with the same kind of pie as his predecessor. This customer distrust may not always be unjustified if the office’s internal documentation has been inadequate or there have been no common operating models for continuous development. No customer is excited to pay for the school’s “money” again.
Digital Media Personal Trainer
What if the office would build its operating model so that it would be based more on the story’s personal trainer? An office that would start developing business online business by designing an appropriate detailed action plan for them, monitoring its compliance, and training them to develop their online business independently by providing the appropriate tools and methods.
Online business is developing at a huge pace. These companies are at the cutting edge and have, for many years, been relying on their partners’ professional skills to keep them one step ahead of their competitors.
We see, however, that at this stage the role of the office is no longer to be the outsourced hand of the company, but to play a more active role in the development of the customer’s online business.
This means customer coaching and sparring, requiring them to be more than they were before. The agency must set itself the goal of making the long run for the customer unnecessary – because the customer has learned to develop their online business independently, following established practices and operating models.
This is our approach and our way of working. This is what I promise to you.