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Building an in-house search marketing team — Part 2

In Part 1 of this two-part series, I talked about building, growing and maintaining an in-house search marketing team and also outlined different organizational structures.

In Part 2, I will continue to talk about each of those issues plus outline an appropriate organizational structure that will give an in-house team the best possible chance to succeed.

Determining roles

Now that you have the organizational and hierarchical structure in place for your new in-house search marketing team, the next thing is to determine the roles and fill them. The appropriate size of the team is really going to depend on your business, the number of sites you operate and the size and scope of the sites.

Determine the current and potential revenue for search engine optimization (SEO), search engine marketing (SEM) and social media production. Examine whether the opportunity cost of not having dedicated people and resources focused on these things means you may lose money or market share.

You may be a multinational company with one site that requires several SEOs and SEMs to manage groups of product lines or a national company with multiple sites that require one SEO or SEM per site. Or a mix of in-house and external agencies might be a better option. However you set up your staff, their first task should be assessing the needs of the team.

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