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Although you have outsourced promotion of your site, there is so much you can do to make your SEO budget go further.
1. Professional associationsIs your company a member of a professional association? Is a member of your staff a representative for another company or service? Then tell your SEO. They can contact the organisation to request links to your site. It may be that a professional body has an article about your company but no links; your SEO firm can advise them the best wording of the link to your site.
2. Personal associationsDo you know an active blogger in your field? Have you met an active Twitter user at a networking event? Pass on the details to your SEO agency. If a site owner is more receptive to a company, there is more chance that they will encourage contact from the SEO firm that represents them. This could result in them agreeing to a better placed, better quality link and a better linking profile for your site.
3. Supplier chainDo you supply a number of companies? Do companies supply you? Pass the names of companies in your supply chain on to your SEO and they may be able to cement your offline client relationships online.
4. News StoriesWe all know the power of the press. If your company is engaged with offline publicity, let your SEO know. They can create online press releases and they can contact your offline press source to explore their online methods of spreading content. This can provide relevant, new content for your site and valuable inbound links. Your SEO may also be able to make use of social media to ensure your publicity reaches an even wider audience.
5. Offline marketingIf you engage in any offline marketing - mail shots, newspaper adverts, billboard campaigns, send details to your SEO firm. They will be able to tie these in to your website and promote them to your online customers using social media.
6. Education connectionsIf you have a relationship with a school, college or university, pass these details on to your SEO for topic-relevant and search engine respected links from university domains. Relationships could include graduate schemes, shared facilities, lecturing or speaking engagements. All of these are opportunities for links.
7 .Proactive content provisionMany firms rely on their SEO company to drive online expansion when, in reality, you have the best idea of your company's growth areas. Submit written content to your SEO company for optimisation or provide them with a series of bullet points about the topic to keep your customers abreast of company developments.
While it might sound on the surface as though I'm suggesting that you do your SEO's job for them, that's not the case. Your SEO firm can make great use of any information you provide and ultimately, you both have the same goal: growing your business.