Avid Technologies’ Christina Howe on Implementing SEO Recommendations
TM: On that subject, what specific planning strategies impact overall SEO success?
CH: From the beginning, an SEO plan must be written from a standpoint of fully understanding your industry, your clients and your company’s goals. Study your own technical advantages, disadvantages and barriers, and make sure your SEO firm understands your company’s vision.
TM: Did Avid implement all the SEO recommendations at once? Is that necessary?
CH: No, not at all. You can work with the SEO firm to establish priorities for the recommendations: which to do first, second and third; and a reasonable timetable depending on your needs and budget. We were pretty quick to put the changes into practice, but since SEO is a gradual process, you can make gradual changes to your Web site.
TM: Are Avid’s SEO efforts paying measurable dividends?
CH: In the year and a half since we’ve started making the changes to our Web presence recommended by the SEO firm, we’ve realized a 600 percent increase in site visibility, and an 89 percent increase in natural search referrals. Those are amazing numbers, and I believe they’ll remain consistently good through the coming year. It’s safe to say that our executive team is quite pleased with the results.