Agencies, bring your A-Game in-house

Inspired by discussions on Hugo Guzman's post and on sphinn submission, and frustrated by agencies that have pitched to me, I wanted to try and set a new ground zero for discussions on in-house SEO and agency co-operation. I hope this post offers some useful perspectives on the internal issues SEO face and some insight into how you can transform your approach to our businesses with existing SEM resources.

Resist the temptation to think that the reason we (or our bosses) have asked you to pitch to us is an admission of defeat. Here are some non-confrontational reasons why we may have invited you in:

Who dares, wins.
We're simply over stretched – we have absolutely hit the limits of our workload and would love to find a trustworthy outsource partner. The cost/benefit analysis of the saving we make by keeping the project internal, has actually been overshadowed by the unnecessary risks we are taking in under resourcing a project.

Courage doesn't always roar.
We have genuinely hit the limits of our knowledge – it's a curious fact that when you're completely dedicate to a cause, you can't see the wood for the trees anymore. We've been talking brand X for so long that we have completely lost the ability to audit ourselves against brand Y or take a wider view. The cost of your services, is outweighed by the futureproofing our strategy and we're probably in it for the duration. We're looking for a coach - someone who can help us to step up our game but not necessarily play for us - so don’t hold back in presenting your perspective.

Letting go makes you strong.
The new internal project that has recently cropped up just doesn't play to our skillset. If the company is big enough to require a full time SEO, the likelihood is that there are all kinds of new product launches and brand line extensions that require a more specialized knowledge. The cost/benefit analysis is much like scenario 1 except, we're probably quite happy for you to let you do your thing, with minimal interaction from us if you can keep us suitably upto date.

Knowledge talks, wisdom listens
We're bashing our heads against a brick wall – one issue has divided the company and we need an external point of view. This really does happen. SEO can be a real battle of diplomacy between internal departments and division heads. Just think about the average number of cosmetic, content and infrastructural changes that need to be made to a website to make it rank better on Google. Now imagine having to counter every possible objection with every possible stakeholder. Now ask me again if I need help??  Sometimes, businesses need a referee – and this is a chance for the agency to show how well they play with others and stamp their authority (hopefully without trampling anyone in the process). Nothing rallies the governing tendrils of a company like the prospect of external costs, but the benefit here is that frustration is so high, that we can no longer put a price on co-operation..

Change is as good as a rest.
We want to try something completely different – we've done well so far and now we lust to bust open the floodgates. At this point we tend to be at the mature stage of our SEO strategy and now we want to finesse it. There's nothing unique on the internal agenda, no project launches and pretty much everything else is humming along nicely. In fact, it's a little too quiet. We're asking you in because we have some unspent marketing budget floating around and we want to test our mettle and your skills. The cost is worth the new knowledge and you'll benefit from any astounding successes as, clearly, we could not achieve the same results alone.

This post has taken me longer to write than i had planned - there are so many topics in this area of how we can co-operate and collaborative which i would love to go into more detail on. Perhaps someone can kick off in the comments? And to all those who chimed in on Hugo's thread many thanks for your thoughts and getting me back into blogging about SEO!

The Assassination will be Blogged

"When finally I am killed, it will be the government that kills me." - Lasantha Wickramatunga

Editor of the Sri Lankan broadsheet The Sunday Leader wrote his final and prescient blog post last Sunday night before being assassinated. He spoke of the troubles and corruption that grip the country and his death shows how dangerous it is to be an impartial Journalist in Sri Lanka.

His final blog post is both a balanced piece that is both inspiring and damning, but should act as a stark warning of the lengths that governments are prepared to go to in their own personal 'War on Terrorism'. Like the terrible acts in Gaza, both the Tamil Tigers and Sri Lankan government have committed terrible atrocities in the name of freedom. In his post, Lasantha Wickramatunga, denounces the President Rajapaksa (formerly his friend of 25 years) and reveals in no uncertain terms that the Singhalese government is sanctioning violence against peaceful opposition to the Government.

The BBC writes up this incident and the current situation in Sri Lanka better than i can, but what I wanted to highlight is the insight it sheds into the higher echelons and machinations of a Government at war. We take press freedom for granted in the west, but it's times like this that act as a chilling reminder of what opportunities blogging affords some people and the risks they take to get their message out there. Given we have just seen President Bush leave office, are watching an escalating war in Gaza, and news that the UK government want to outsource snooping of digital media i hope the highlighted passages provide food for thought on the kind of personalities required to maintain vigilance in this era of ubiquitous communication.

Extracts:

On political cover-ups
"In the wake of my death I know you will make all the usual sanctimonious noises and call upon the police to hold a swift and thorough inquiry. But like all the inquiries you have ordered in the past, nothing will come of this one, too. For truth be told, we both know who will be behind my death, but dare not call his name. Not just my life, but yours too, depends on it."

On presidency
" You have told me yourself that you were not greedy for the presidency. You did not have to hanker after it: it fell into your lap. You have told me that your sons are your greatest joy, and that you love spending time with them, leaving your brothers to operate the machinery of state. Now, it is clear to all who will see that that machinery has operated so well that my sons and daughter do not themselves have a father...

...Sadly, for all the dreams you had for our country in your younger days, in just three years you have reduced it to rubble. In the name of patriotism you have trampled on human rights, nurtured unbridled corruption and squandered public money like no other President before you.... Although you are now so drunk with power that you cannot see it, you will come to regret your sons having so rich an inheritance of blood. It can only bring tragedy. As for me, it is with a clear conscience that I go to meet my Maker. I wish, when your time finally comes, you could do the same. I wish."

On freedom of speech
"People often ask me why I take such risks and tell me it is a matter of time before I am bumped off. Of course I know that: it is inevitable. But if we do not speak out now, there will be no one left to speak for those who cannot, whether they be ethnic minorities, the disadvantaged or the persecuted. "

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