When budgets tighten, companies tend to want to bring SEO in-house. But do-it-yourself SEO doesn't always work. Sometimes you have to leave it to the experts if you want the job done correctly,
according to Debra Northart. "Just because you can go online and create your own ad campaigns with a tool like Google AdWords, for example, doesn't mean that you should!" she writes.
Northat makes her point detailing a scenario with Andy Accountant, one of her clients. She explains he had been managing his own Google AdWords campaign for about a year, but after much effort on her part, he agreed to give up the online advertising business and seek her help. Northat details the new campaign, which included getting rid of the one-term keyword account and increasing click-to-conversion rates.