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what rules do I need to put in place to make sure the incentive is fair for both the company and the content manager? Since rankings can be a little volatile, it seems this is not a simple matter.
thanks in advance for your help!
Tying the incentive to sales or conversions is a nice idea in theory and many have suggested it, but I think it is difficult to tie directly to our content. I can never really be sure where the visitor originated considering our various marketing activities.
Furthermore, SCO rankings seem to have some relative permanency -- I want to pay a bonus for achieving top ranking once instead of paying forever for the results of the high-ranking.
And after years of promoting seo knowledge in my company, I have little to show. Lots of effort, little return.
Also, is your content manager actually in charge of SEO or is it a group effort. If the latter is true, then you may want to look into having one person really concentrate on SEO for six months and see if your rankings improve.