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Chapter 15. Make Search Marketing Operat... > Establish Search Marketing Best Prac...

Establish Search Marketing Best Practices

After you staff and train your central search team, you need to put them to work assisting your extended search team. The central team must constantly evangelize, educate, and consult with the extended team, helping them implement each search technique. But that's not enough. The central team must work with the extended team to embed search best practices into the existing standards and processes of your organization.

Why is this important? Because search engine marketing is not a one-time thing. This is not the Year 2000 project, in which everyone gears up to do something once and then goes back to normal when it is over. Search marketing must be worked at every day. You must convince dozens, hundreds, perhaps thousands of people to undertake new tasks, sometimes changing the way they have done their job for years. Those kinds of behavior changes do not come about because you gave them a presentation once. They come about because every process in the organization is gently (and sometimes not so gently) nudging them to do what is needed.


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