Cine definește tehnologia la compania dvs.?

căutare1

Definiția tehnologiei este:

aplicarea practică a științei în comerț sau industrie

Cu ceva timp în urmă, am întrebat: „Dacă departamentul dvs. IT ucidea inovația„. A fost o întrebare care a solicitat un răspuns destul de mare! Multe departamente IT au capacitatea de a înăbuși sau de a permite inovația ... pot departamentele IT chiar să înăbușe sau să permită productivitatea și vânzările?

Astăzi, am avut plăcerea să mă întâlnesc cu Chris din Compendiu. A fost o conversație plină de spirit și am încheiat mergând după aproximativ 45 de minute de unde am vrut.

Una dintre piesele interesante ale conversației a fost discutarea cine a deținut decizia de a cumpăra o platformă sau servicii SEO. Am oftat amândoi când acea decizie a căzut pe mâna unui reprezentant IT. În niciun caz nu încerc să-i disprețuiesc pe profesioniștii IT - mă bazez zilnic pe expertiza lor. Blogging pentru SEO este o strategie pentru achiziționarea clienților potențiali ... a responsabilitatea de marketing.

Cu toate acestea, este interesant faptul că un departament IT este adesea responsabil cu o platformă sau proces care determină rezultatele afacerii. De prea multe ori, văd că rezultatele afacerii (inovație, rentabilitate a investiției, ușurință în utilizare, etc.) ocupă un loc secundar în decizia de cumpărare.

Când ne selectează ca platformă de blogging corporativă, deseori departamentul IT crede că poate implementa un gratuit soluție pentru blogging. Un blog este un blog, nu?

  • Nu Face Nimic că conținutul nu este optimizat
  • Nu Face Nimic că platforma nu este sigură, stabilă, fără întreținere, redundantă etc.
  • Nu Face Nimic că platforma nu este scalabilă la milioane de vizualizări de pagină și zeci de mii de utilizatori.
  • Nu Face Nimic că compania care a construit-o a cheltuit sute de mii de dolari în cercetare și dezvoltare pentru a asigura cele mai bune practici și conformitatea motoarelor de căutare a fost încorporată.
  • Nu Face Nimic că interfața cu utilizatorul este ușor de utilizat de oricine, fără a fi nevoie de formare intensivă.
  • Nu Face Nimic că sistemul este automatizat, deci nu este nevoie de cunoștințe despre etichetare și clasificare.
  • Nu Face Nimic că personalul nostru monitorizează progresele clienților noștri pentru a le asigura succesul.
  • Nu Face Nimic că platforma vine cu un coaching continuu pentru a-i ajuta pe bloggeri să își dezvolte abilitățile și să-și crească rentabilitatea investiției în timp.

Cu SEO, este adesea același argument. Am fost chiar în partea opusă argumentului SEO, spunându-vă asta nu aveți nevoie de un expert SEO. Jeremy mi-a amintit de această postare ... doh!

Ideea mea a fost că prea multe companii NU au optimizare a motorului de căutare și pierd o mulțime de trafic relevant. Dacă ar fi făcut doar minim, ar putea cel puțin să pună acel frumos site pe care au cheltuit 10 de dolari în fața câtorva vizitatori. Această postare a fost scrisă pentru marea majoritate a companiilor care nu au concurență și nici optimizare ... a fost o pledoarie pentru a face cel puțin minimul.

Cu toate acestea, pentru companiile din industrii competitive, 80% optimizate nu sunt chiar apropiate. 90% nu este suficient. Pentru a obține un clasament # 1 într-un termen extrem de competitiv este nevoie de expertiza uneia dintre câteva companii din lume. Dacă vă aflați într-o pagină de rezultate a motorului de căutare chiar moderat competitivă, departamentul IT nu vă va duce la locul 1. Veți avea noroc dacă vă vor duce chiar pe prima pagină de rezultate.

Nu ați pune departamentul IT la conducerea echipei dvs. de vânzări, totuși îi veți pune la conducerea unei tehnologii care ar putea împiedica compania dvs. să obțină vânzări. Dacă veți aplica practic tehnologia ... asigurați-vă că investigați pe deplin oportunitățile și avantajele înainte de a crede că o puteți face singură!

4 Comentarii

  1. 1

    There's a world of difference between a blogging platformă and an SEO strategie.

    A blogging platform is just a combination of software and hardware, and IT departments are pretty good at putting those together. There are also many vendors who do this work, either because they have proprietary software, or because they already own or lease hardware, or because they have lots of expertise in maintaining this particular IT stack. The question of how you divvy up the management of your blogging platform between in-house folks and outsourced folks is the canonical "buy/build/borrow" IT problem.

    An SEO strategy, however, is almost entirely independent of your blogging platform. You can have great or terrible SEO regardless of the platform. But using an SEO company is nu like using a third-party IT company. It's more like hiring copywriters who can translate your ideas into the language of Google.

    Sure, you can use free, open source blogging software. And let's be fair, Doug—WordPress does run on secure, stable, highly redundant infrastructure. Users of WordPress include the Dow Jones, The New York Times, People Magazine, Fox News and CNN—all of which pass your "millions of page views, tens of thousands of users" test. Automattic (the people who make WordPress) have tens of millions in finanțare de risc, which I think constitutes a pretty extensive research and engineering budget. WordPress is not a toy.

    However, WordPress is just a blogging platform. Actually, it's just jumătate a blogging platform—the open-source WordPress software (though there are countless WordPress hosting services, including WordPress.com.) If you are interested in any degree of reliability or scalability, you need to invest in the relevant hardware and expertise.

    So, the IT department is right that a blog is just a blog and they can use free tools to get the blog part going. But most of the work and most of the potential value is not in the software. Almost the entire point of having a blog is made possible through a comprehensive and continuous SEO strategy. And once you realize that is what you need, it's something you should be willing to pay for.

    The challenge is getting IT departments to realize that good SEO is not a handful of silly tricks, that it's hard, that it is always changing, and that it makes all the difference in the world.

    @robbyslaughter

    • 2

      Bună Robby!

      I'm not sure whether or not you're agreeing or disagreeing with me. You and I know that the Dow Jones, The New York Times, People Magazine, Fox News and CNN are not running WordPress 'as is'. They are running it with no additional infrastructure costs, theme development costs, search engine optimization costs, etc.? You don't think they're spending money educating their staff on use of those platforms? Or development to pass content to those platforms? Of course they are! Each of those businesses has invested quite a bit of money to make a 'free' platform work for them.

      A blog is just a blog, but a blogging platform is NOT just a blogging platform. The keyword strength meter, automation of tagging, categorization and content placement in Compendium are huge differentiators. It requires that the user spend less time worrying about 'how' to blog, 'how' to optimize their content, and more time worrying about 'what' to blog. Business bloggers should be concentrating on their message – no their platform.

      I guarantee you that any person can open Compendium and intuitively post and that post will be optimized. This is not the case with WordPress. The majority of people that I've personally taught how to blog effectively with WordPress had no idea how much they were missing with each post.

      Again, the focus of the IT department isn't often the focus of the business. I've always appreciated my IT peers 'reviewing' my software purchases to ensure I'm not putting the company at risk; however, they will never be able to recognize the benefits of the platform or strategy and its impact on the business. That's not what they are educated for, what their experience is in, nor what they should be utilized for.

      Let business people make the business decisions! Let IT be their trusted advisors.

      • 3

        I'm not agreeing or disagreeing with your overall point, I'm just clarifying your comments.

        Nobody said that the big users of WordPress are running the software without additional customization and infrastructure costs. You said "nevermind that the platform isn’t scalable to millions of pageviews and tens of thousands of users", but that's just not true. It's clearly possible to scale WordPress (or Blogger, or Drupal or DotNetNuke or Compendium and so on) to this level, but you have to invest in the hardware, supporting software and technical expertise. The question is not whether it's posibil, it's whether you want to do it yourself or if you want someone else to do it for you.

        Da, a blogging platform is just a blogging platform. It's a combination of software and hardware that produces a blog. Sure, some have different features, and those features might have more value and worth more money. Whether you have an IndyCar, a full-featured BMW or reliable truck, you have an automotive vehicle that can be driven from point to A to point B. Is it true that some of those vehicles are better suited to certain tasks? Absolutely. The question is: what task are you trying to achieve?

        I'm sure that if you put a user side-by-side with Compendium and any open-source blogging platform, the the post on the Compendium blog would drive more traffic—-even if the posts were word-for-word identical. That's a great value for your company! If this use case is representative, it makes for a fantastic selling point for CB.

        But let's examine de ce that single post would get more traffic. The reason is mostly because Compendium compania has an ongoing strategy operation. You're updating the codebase all the time. You are linking to client posts to help them build reputation. You meet with clients and provide additional training and resources. You maintain highly reliable infrastructure. Much, if not most of the advantage of Compendium over a free tool is the ongoing service and support you provide for your software, your clients, and their content.

        And again, that's a wonderful benefit and many of your customers are very happy. But it's not a fundamental part of your software and hardware "blogging platform." You could achieve the same result by using different software (but it would be more work!) This is in effect what companies like DK New Media do every day. Anyone involved in decision making for corporate blogging needs to understand these nuances.

        The fundamental issue here is where one department's responsibility ends and someone else's begins. There are no easy answers to that question. Even worse, if any part of that line crosses outside the company to a third party vendor, there start to be blurry spaces between entities and it becomes harder to assess risks and benefits. How do you protect your perimeter if outside people have access? Or, from the marketing side: how are you sure that the outsourced platform provider isn't going to screw up and ruin your brand? These risks may be small or large, but they are not zero.

        I'm sure that many decisions regarding technology are made by IT without sufficient respect to business implications. But the problem goes both ways—business people need to understand more about IT and vice versa. Working together instead of against each other will benefit everyone.

        • 4

          Thanks for that clarification, Robby! I'll stand by last comments. I trust my IT resources to be my advisors so I don't do something stupid. However, I won't give them the final decision on platforms and strategies that are in the best interest of moving the business forward. We each have our own strengths and they need to be leveraged appropriately.

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