Devising an effective SEO strategy helps online marketers get the right exposure in search engines. MOZ columnist Bill Sebald has shared an article on building effective and long term SEO strategies.

Sebald says, “Whether you’re an agency, consultant, or in-house at a company, getting buy-in for an SEO strategy can be challenging. SEOs tend to rely on the support of several different departments (e.g. developers, copywriters, business managers, etc.), usually with their own predetermined goals. Enter the SEO to add more complexity.

There’s often a top-down marketing strategy already baked before you get to pitch your SEO work, to which you may find opportunity on a battlefield where access is not granted. It’s reckless to assume you can go into any established company and lob a strategy onto their laps, expecting them to follow it with disregard to their existing plans, politics, and red tape”.

How to Build SEO Strategies Effectively (and Make Them Last)