In the world of corporate enterprises web presence has long been considered a necessity, not however SEO. How search engine and user friendly your company website is really depends on what the external speck to the design agency details. More often this is concerned with security of the site, corporate branding and some key functionality and not with aspects of driving traffic to the website.
This is fine if you don’t really want anyone to use or find your site or if you assume that your offline brand recognition will transfer online, but why spend all that money on a site in the first place?
When times are tough and marketeers need to justify their budgets more than ever it can become quite hard to measure your marketing ROI. Not so much online, where exposure, new visitors and subscribers can be tracked extensively. You can even embed cookies into browsers of your visitors now that allow your ad to show up in other websites that the user visits, such as the Times, ITV and your favourite blog through behavioural targeting. 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
None of this however matters if the site isn’t well ranked in Google and fails to attract new traffic in the first place. Why then do corporates still consider SEO as not important enough to place appropriate budgets behind it?
SEO in corporate land sits usually within the marketing department and is practised by a junior member of the team, because its cheap. More often Then not the result is laughable if not negative in terms of traffic. 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 you want Google to list your site on the first page for a particular keyword, but it starts even earlier than that.
How your site is built, what URL structure to use, which meta tags and extensive keyword research all play a crucial part in setting your site up for search engine crawlers. So if you haven’t done your homework beforehand you might as well start from scratch, or get someone in full time that knows what he’s talking about.
It is still astonishing how much money companies are willing to spend on on- and offline ads to promote their products and how little on organic/free traffic from search engines. So if you are reading this and have decision making power within your organization make sure to take SEO seriously and take it in-house right between you IT and marketing departments, that’s were it sits best.