Setting Expectations at the Enterprise Level - Read Carefully, This Impacts You

If you aren't communicating the following four things to your colleagues, you're going to have a hard time leading a successful SEO program for a large business:

1. Many of the actions that members of Web, eComm, IT and Marketing departments take impact their business's positions in search engines
   
2. Search engine optimization is a lifestyle, not a marketing tactic and long term success is a result of changes in corporate culture, behavior and established processes.
3. Seeing increased traffic and revenue from SEO will require more time, more resources and more cross-departmental communication.
4. Like anything in business, real estate on search engine results pages is competitive and won't come easily - we still need to outwit our competitors to gain market share.

Stay tuned... my next post will identify my top 5 enterprise SEO challenges and philosophies for overcoming them.