Should we consolidate SEO across business units or keep it decentralised?

Consolidating SEO across business units can lead to streamlined strategies and consistent branding, while decentralisation allows for flexibility and specialised focus. The choice depends on your business’s structure, goals, and resources. Consider your team’s expertise and the need for cohesive messaging versus niche targeting.

Why This Decision Matters

SEO isn’t just about keywords and rankings. It’s about how your business communicates online. In a B2B or SaaS context, where products and services often span multiple sectors, the decision to centralise or decentralise SEO can impact how effectively you reach your target audience.

Imagine a software company with products for both healthcare and finance. Centralising SEO might ensure consistent brand messaging, but it could miss sector-specific nuances. On the other hand, decentralising might allow each unit to tailor its strategy to its audience, but at the risk of inconsistent branding. So, it’s a balancing act.

Steps to Consider

Making the choice between centralised and decentralised SEO isn’t a one-size-fits-all. Here are a few things to think about:

• Assess Your Team’s Expertise: If you have a strong central SEO team, consolidation might be beneficial. However, if expertise is scattered across units, decentralisation could leverage specialised knowledge.

• Evaluate Resources: Centralising could save resources by avoiding duplicated efforts. But if each unit has the budget and capacity, decentralisation might foster innovation.

• Consider Brand Consistency: A centralised approach can maintain a unified brand voice. If brand consistency is vital, this might be the way to go.

• Analyse Market Needs: Different markets have different needs. Decentralisation allows for tailored strategies that can be more effective in niche markets.

• Review Communication Channels: Ensure there are efficient communication lines between units if you choose decentralisation. This can prevent conflicting strategies.

Once you’ve weighed these factors, you can make a more informed decision. Remember, it’s not just about what works best on paper, but what aligns with your business’s overall strategy.

My Take

Personally, I lean towards a hybrid approach. Why? Because it offers the best of both worlds. You get the consistency of a centralised strategy with the flexibility of decentralised execution. It means having a core team, maybe an seo agency, that sets overarching goals and guidelines. Then, individual units can adapt those to their specific needs and audiences.

Think of it like a jazz band. The central team sets the tune, but each unit gets to improvise a bit. Keeps things fresh and relevant. Of course, this requires solid communication and collaboration. Not always easy, but worth it.

In the end, the choice between centralised and decentralised SEO should reflect your company’s culture and goals. There’s no right or wrong answer, only what works best for you.