Post by rjharlick on Jul 23, 2015 8:41:45 GMT
For Corporate enterprises, having a web presence has long been considered a must have, not so much SEO though? Why not?
Making a corporate website search engine- and user friendly is really depends the detailed speck to the design agency and more often than not this SEO is mentioned, but rarely specific. It is mostly concerned with other elements, such as security of the site, corporate branding and functionality, but not with optimising to drive traffic.
Fair play if you don't really want anyone to use or find your site or if you hope your offline reputation will migrate online with you, but then you have to ask why to spend all that money on a site in the first place?
In a recession like we had in 2009 marketeers need to justify their budgets more than ever and it can become quite hard to justify your marketing ROI if measuring is tricky. This isn't the case online, where exposure, new visitors and subscribers can be tracked to the seo marketing. Today behavioural targeting enables marketeers to even embed cookies into visitors' browsers that allow a specific ad to show up in other websites that the visitor frequents, such as the Times, ITV and popular blogs. Google recently launched their own re-marketing product that will allow you to runs this type of campaign straight out of your AdWords account. Stephan Spencer, president and founder of Netconcepts stresses the corporate short-sightedness in his interview with Jeff Widman on TechCrunchIT.
Why bother with SEO then, if we can buy highly measurable and targeted traffic and ads? because it doesn't matter if the site isn't well ranked in Google and fails to attract new traffic. Google places a quality score and attributes authority to your site depending on SEO tactics and will make you pay double if not triple when advertising a weak ranking site. Why then do corporates still consider SEO as not important enough to place appropriate budgets behind it?
If SEO is in-housed in corporate land, it sits usually within the marketing department and is practised by a junior member of the team to save costs. More often then not the result is laughable if not negative in terms of traffic and once the person in charge leaves efforts are often undone during a development / code review of the page. So even the little money spent is wasted.SEO requires expertise, persistence and constant attention if you want to make your website attractive to search engine crawlers. Deploying fresh content on a regular basis is key if Google should consider ranking the page highly, as well as back links from strong authority sites for a relevant keyword, but it starts even earlier than that right from the get go.