最近一直在学习SEO，不时分享更新 SEO 文章 给有需要的人（中英文版，鼓励原文阅读，中文GOOGLE自动翻译，不符之处多指正）
Here are a few questions companies should ask themselves before exploring a purchase.
Making sure your company, products or content can be found by the right people at the right time is incredibly important for enterprises, which is why many of them rely on software suites to help them execute effective search engine optimization. But deciding whether your company needs an enterprise-level SEO platform calls for the same evaluative steps involved in any martech adoption, including a comprehensive self- assessment of your organization’s business needs and resources, staffing, management support, and financial resources. Here are a few questions companies should ask themselves before exploring a purchase.
确保对企业，产品或内容的正确访问在正确的时间对企业而言至关重要，这就是为什么许多企业依赖软件套件来帮助他们执行有效的搜索引擎优化的原因。但是要确定您的公司是否需要企业级SEO平台，就需要采用任何martech所采用的相同评估步骤，包括对组织的业务需求和资源，人员，管理支持和财务资源进行全面的自我评估。以下是公司在进行购买之前应问自己的几个问题。
Do we have the right human resources in place?
Employing people to implement and use SEO platforms is a prerequisite to success. If you have marketing staff, utilizing SEO toolsets can make them more efficient and effective. The vast majority of organic search marketers struggle to justify their SEO budgets. SEO platforms and tools are a key component of helping to keep overall costs down while getting the required work done.Their analytical capabilities can also help SEOs prove the impact of their work on the bottom line.
雇用人们实施和使用SEO平台是成功的前提。如果您有市场营销人员，则利用SEO工具集可以使其更加高效。绝大多数有机搜索营销商都在努力证明其SEO预算的合理性。SEO平台和工具是帮助降低总体成本并完成所需工作的关键组成部分。他们的分析能力还可以帮助SEO证明其工作对利润的影响。
Do we have C-level buy-in?
Enterprise SEO software can be a five- or six-figure investment annually. It is critical to demonstrate the value of SEO to C-level executives by running pilot test projects and agreeing to a definition of “success” in advance.
企业SEO软件的年度投资可能为五位数或六位数。通过运行试点测试项目并事先同意“成功”的定义，向SE级主管展示SEO的价值至关重要。
we have the right technical resources?
Successful enterprise SEO needs dedicated technical resources deployed to it to act on the recommendations and opportunities surfaced by the analytics and reports.
成功的企业SEO需要部署专用的技术资源，以根据分析和报告中显示的建议和机会采取行动。
Who will own enterprise SEO?
Enterprise SEO is commonly placed into marketing, editorial or IT, depending on the nature of the business. Unfortunately, in large companies, it usually ends up with either whoever has the budget, or whoever can best articulate the business case. In a best-case scenario, it should be both.
根据业务的性质，通常将企业SEO放入市场营销，社论或IT中。不幸的是，在大公司中，通常以预算谁，或者谁能最清楚地阐明业务案例而告终。在最佳情况下，应该两者兼而有之。
Can we invest in staff training?
It is vital to provide training to technical, design, content, and marketing teams, and reinforce it on a regular basis. A successful enterprise SEO implementation will find ways to inject SEO knowledge into existing training programs and identify internal evangelists to broadly distribute the messages. Training needs to be comprehensive, consistent, and continuous. Some tool companies include or offer training for an additional fee, so be sure to ask about this.
必须为技术，设计，内容和营销团队提供培训，并定期加强培训。成功的企业SEO实施将找到将SEO知识注入现有培训计划中的方法，并确定内部传播者以广泛地传播消息。培训需要全面，一致和连续。一些工具公司包含或提供培训，但需要额外收费，因此请务必对此进行询问。
To what extent do we need to share reports with non-SEO staff?
Some tool providers focus significant development resources on simple interfaces that can be utilized by people in other organizational roles — such as writers or C-suite executives. If this is important to you, make sure you specifically look for this when evaluating possible platforms.
一些工具提供商将大量开发资源集中在简单的界面上，这些界面可以由其他组织角色的人员（例如作家或高级管理人员）使用。如果这对您很重要，请确保在评估可能的平台时专门寻找该功能。
Have we established KPIs and put a system in place for tracking, measuring, and reporting results?
It’s important to know up front what you want your SEO to achieve. Do you want to improve SERP rankings or the time visitors spend on your site? Is conversion – whether a product purchase or whitepaper download – your key objective? Having goals will help you decide if you’re ready to put an enterprise platform to good use, as well as help you decide which tool will best meet your organizational needs.
预先了解您希望SEO实现的目标很重要。您是否要提高SERP排名或访问者在您的网站上花费的时间？转换（无论是购买产品还是下载白皮书）是您的主要目标吗？有目标将帮助您决定是否准备好充分利用企业平台，以及帮助您确定哪种工具最能满足您的组织需求。
How will we measure success?
Depending on your site’s monetization strategy, make sure you know how you’ll determine if the rollout of the platform and the successful execution of the established KPIs actually increased sales, conversions or page views.
根据您网站的获利策略，请确保您知道如何确定平台的推出和成功执行已建立的KPI的确增加了销售，转化或页面浏览量。
Do we have realistic expectations?
It is not uncommon for enterprise SEO efforts to take at least six months to generate tangible results. If SEO is a new initiative within the organization, there are cultural shifts and workflow processes that will need to be implemented and refined. Setting realistic timelines and goals will help build support at all levels of the enterprise.
企业SEO花费至少六个月的时间才能产生切实的结果并不罕见。如果SEO是组织内部的一项新计划，则需要实施和完善文化转变和工作流程。设定切合实际的时间表和目标将有助于在企业的各个层面上建立支持。
Do we have an SEO culture?
Many organizations begin to invest in SEO but find that a lack of understanding of SEO across the organization cripples its progress. Broad educational programs are often required to provide consistent performance and results.
许多组织开始对SEO进行投资，但是发现整个组织对SEO缺乏了解会削弱其进展。通常需要广泛的教育计划来提供一致的性能和结果。
------转自 作者 Pamela Parker
on March 17, 2020
Pamela Parker is Senior Editor and Projects Manager for Third Door Media's Content Studio, where she produces Martech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land, Marketing Land, MarTech Today and Digital Marketing Depot
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