From the outset of any new digital media development, SEO should be built into the content plan. I redeveloped the Nacro website from scratch, and subsequently many other new websites, mobile versions and social media. The planning for each one included some element of qualitative and quantitative research with end users or stakeholders to enable us to build effective SEO phrases, terms and structures to be included in the websites and their content plans.
I see the job of the web manager or team as managing and creating unique and relevant content that will enable each website and its social media to retain and improve its ranking.
SEO capability is a key element in the specification of a new website from a technical development perspective, and this is part of the reason why I commission very user-friendly content management platforms such as WordPress and Drupal, which have great SEO capabilities. It also enables accessibility, which means that a wide audience has a greater potential to discover content across a wider variety of formats and digital platforms.