Want to strengthen some aspect of your department/product/business? Deal with it superficially (SEO is an example).

This is an article of our founder.

Enjoy.

For some reason, our business culture is guided by the following logic: ‘I need to build the marketing of my product/business, so I'll just hire a marketer and he'll do it.’

The next stage is: ‘I got a bad marketer, he didn't cope with the task, I'm looking for another’, followed by: ‘I can't find a good specialist, they are all bad’ and then we get to the stage: ‘what marketing courses do you know?’.

I think it's better to start with the latter stage right away. In my practice, it was easier and more effective when I understood, at least on a superficial level, what a specialist in a particular field does. And it only seems complicated - in fact, you can often spend a couple of evenings and already understand some things.

Over the years, I've developed a simple rule: I study a subject matter at least to a basic level, and then I can interact more productively with a specialist in that area. I don't use the approach: ‘well, you're a marketer, so I don't want to know anything about content, conversion, and A/B tests’. I delve deeper and then start asking questions, and in this way, I increase the efficiency of the specialist's work. Not because I don't trust the specialist, but because I learn their language to interact with them productively.

Take, for example, the area in which we at Netpeak Group work a lot - search engine optimisation (SEO). As an entrepreneur, manager, or just an active, proactive employee who loves what he or she does, you probably don't think that: ‘it is very easy to improve the position of your website in search engines without ordering SEO services and hiring a SEO specialist’.

?? How not to be an ace in SEO but improve your website's search rankings?

1. 4xx errors - they mean that pages with such errors do not open at all for site visitors. Why, then, are there links to these pages from other pages of your site?

2. Long server response time means that pages take a long time to load.

3. Spelling mistakes on the site.

Sometimes what seems unknown and complex is easy to master on a basic level. Grow your business/department/product by delving into things you don't normally do. I don't know of an easier way to progress than this.