Link Management and Search Engine Optimization are the most under-utilized functions that a Corporate Webmaster does not perform. The reason vary but for the most part they are ignored because of priority. Unfortunately, too many bosses or managers do not understand all of the dynamics when it comes to effective website management.
There is one fact that will be made clear at some point in time and that is when they do realize that the corporate website is not where it should be. Who is to blame at this point$%: Certainly not them. It is the webmaster fault.
So what can a webmaster do to head off this tirade when it hits the fan$%: Well let us start where the HTML classes ended.
Latest ideas:
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First isolate your keyword phrases for your company. There can be more than one so do not worry if you have a list of them. Start doing Overture keyword searches for those phrases. it is a free site and the information that it puts out is a start. Find phrases that match your phrases the I would write a couple of articles surrounding that phrase and point your author BIO signature to the appropriate web page.
Once you have your keyword phrases isolated do some tweaking of some of your webpages to make them more SEO friendly. If you need permission before you make the changes then I would suggest making changes slowly. Sometimes, too many changes tend to boggle managements perspective and more thinking is required and then time passes and it probably will not get approved.
The next step I would pursue is to create a specialized Resource web page. This is where it can get testy with the executives. You need to get reciprocal links with like web sites and I would create a multi-page system so as not to congregate all of the links on one page. Do not do too many and certainly keep the links in your corporate market. Once you have permission, you should setup text links on other directories with your keyword phrases.
An absolute step that your executives should be on the guard about is obtaining one-way links. This can be done from a Sales perspective with clients. Our corporate culture has been to setup links on our pages pointing back to our clients. Believe it or not this benefits the customers website and not ours. If the executives can get your website on a customers website as a Partner of some type then that will have a HUGE impact on your site that YOU are responsible for.
The best time to do this now before that ugly head raises itself up and bites you. And you know where it will bite you.
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