DSM Weekly Search Marketing Digest – 03/07/15

July 3, 2015 - Digital State Marketing

knowledge-is-power-higbieFirst off, some more news about the Right to Be Forgotten ruling, as it has been announced by the BBC that they have begun listing all pages that have had the ruling applied to them. Now, it is important to understand that the ruling does not remove links to the pages from SERPs altogether, nor does it remove links within the website concerned. Instead, Google selectively delists the link for top results of certain phrases. So, for example, a person who has made a good case regarding an article that presents incorrect information about themselves can get the result removed from the top results for searches of their name.

In other search engine news, Google has removed the Google+ posts of brands from the knowledge panel. It used to be that posts from brands on Google+ would be featured for their company in the knowledge panel when the searcher trigged the result. Given their popularity with Google+ users – they were one of the main reasons brands used the social media platform – this news does seem to have some implications for the future of Google+, which has been the centre of much speculation recently.

Moving on to Yahoo’s search results, it seems that Yahoo are testing using search results powered by Google. Earlier this week, Aaron Wall at SEO Book spotted Yahoo using Google results, and this was confirmed to Search Engine Land by Yahoo. A recent change in their agreement with Microsoft seems to have triggered this change, as it allows them more freedom to use search results from other search engines 49% of the time. Whilst this is only a test, Wall points out that users switching between algorithms could get frustrated. It may also bring more scrutiny in terms of the recent antitrust charges against Google, as it brings to light concerns regarding Google’s domination of the market.

Shifting slightly from this week’s news, we thought it might be time to discuss the rise in companies using in-house SEO. Recently, we have seen a trend towards the use of in-house SEOs instead of outsourcing to a professional SEO company. Of course, there are advantages and disadvantages to either option, often meaning that the choice is largely down to the individual needs of your company as opposed to the services offered by in-house staff versus a professional company.

Some people prefer to go in-house as this allows you to employ someone solely to your business who can build a more in-depth knowledge of your industry and business needs. Going in-house also means that whomever you employ can work closely with other members of your team, eliminating any possible communication problems or clashes with working hours or schedules. Ultimately, opting for in-house SEO gives you more control over the process, which is exactly what some companies need.

However, the biggest problem with hiring an in-house team to do your SEO is that you could be at higher risk of having an ineffective campaign. With an in-house team, it can be more difficult to verify their abilities, especially if you yourself are not knowledgeable in the appropriate areas. A professional SEO company, however, has a reputation to uphold, and the knowledge needed to identify which of their applicants are capable and good at what they do. This is often the reason why hiring a professional SEO company is the best choice – you know you are benefitting from the knowledge of trained professionals.

If you’re set on hiring an in-house team, however, then you have a problem on your hands. Yes, you will need to employ a whole team, as you will not find anyone, or even a couple of people, capable of doing everything for your SEO campaign effectively. And yes, it needs to be a team of SEOs that have the appropriate knowledge and ability to carry out a successful campaign. If you’re taking it in-house, then the chances are you also want your future employees to have a good knowledge of your company.

So – for the perfect in-house SEO campaign, you need a team of employees that are experts in both your business and SEO. Assuming you know your business inside out, it’s easy to select the best candidates for that side of things. But if you don’t know much about SEO then you might find yourself stuck. What would be helpful is a team of SEO specialists to select your candidates for you.