Let's say you sell a consumer product and it bothers you to no end that you don't rank higher for some keyword phrases.
Ask yourself: how much SEO knowledge do you possess? How often do you use that knowledge? What are your successes?
Let's assume you read about SEO and don't practice it and don't have successes.
1. Lament that you lack expertise.
2. Complain that you don't rank higher.
3. Pay someone to do it.
My suggestion is that if you hire someone on staff (or a consultant), don't weigh in from your super obvious lack of experience. But ask some questions so you're more informed.
And when the strategies and tactics start rolling in, don't question all of them. If they collide with your messaging, then work out some compromises. Typically, I invent new content that allows me to have some freedom.
What I've found is that some company marketers put on an SEO hat and fight everything.… Read more