Kiu Difinas Teknologion ĉe via Kompanio?

serĉo1

La difino de teknologio estas:

la praktika apliko de scienco al komerco aŭ industrio

Antaŭ iom da tempo, mi demandis, "Se via IT-fako mortigus novigadon“. Estis demando, kiu petis sufiĉe respondon! Multaj IT-fakoj havas la kapablon sufoki aŭ ebligi novigon ... ĉu IT-fakoj eĉ povas sufoki aŭ ebligi produktivecon kaj vendon?

Hodiaŭ, mi havis la plezuron renkontiĝi kun Chris de Kompendio. Ĝi estis vigla konversacio kaj ni finis irante ĉirkaŭ 45 minutojn preter kie ni volis.

Unu el la interesaj pecoj de la konversacio diskutis, kiu posedis la decidon aĉeti platformon aŭ SEO-servojn. Ni ambaŭ suspiris, kiam tiu decido falis en la manojn de IT-reprezentanto. Mi neniel provas malgravigi IT-profesiulojn - ĉiutage mi fidas je ilia kompetenteco. Blogado por SEO estas strategio por akiri kondukilojn ... a respondeco pri merkatado.

Tamen scivolas, ke IT-sekcio ofte estas respondeca pri platformo aŭ procezo, kiu determinas komercajn rezultojn. Tro multajn fojojn, mi vidas komercajn rezultojn (novigo, rendimento de investo, facileco de uzo, ktp.) Malantauxen en la aĉeta decido.

Elektante nin kiel sian kompania bloga platformo, ofte la IT-fako kredas, ke ili povas efektivigi liberaj solvo por blogado. Blogo estas blogo, ĉu ne?

  • Nevermind ke la enhavo ne estas optimumigita
  • Nevermind ke la platformo ne estas sekura, stabila, sen prizorgado, redunda, ktp.
  • Nevermind ke la platformo ne skaleblas al milionoj da paĝvidoj kaj dekmiloj da uzantoj.
  • Nevermind ke la kompanio, kiu konstruis ĝin, elspezis centojn da miloj da dolaroj en esplorado kaj disvolviĝo por certigi plej bonajn praktikojn kaj plenumadon de serĉiloj.
  • Nevermind ke la uzantinterfaco estas simpla por iu ajn uzi, sen bezono de intensa trejnado.
  • Nevermind ke la sistemo estas aŭtomatigita do neniu scio pri markado kaj kategoriado necesas.
  • Nevermind ke nia dungitaro kontrolu la progreson de niaj klientoj por certigi ilian sukceson.
  • Nevermind ke la platformo venas kun daŭra trejnado por helpi la blogantojn disvolvi siajn kapablojn kaj pliigi sian revenon de investo laŭlonge de la tempo.

Kun SEO, ĝi ofte estas la sama argumento. Mi eĉ estis ĉe la kontraŭa flanko de la SEO-argumento, dirante tion al vi vi ne bezonas spertulon pri SEO. Jeremy memorigis min pri ĉi tiu afiŝo ... doh!

Mia afero estis, ke tro multaj kompanioj havas NENIU serĉilon-optimumigon kaj maltrafas multan koncernan trafikon. Se ili nur faris la minimumajn, ili povus almenaŭ meti tiun belan retejon, pri kiu ili elspezis $ 10k antaŭ kelkaj vizitantoj. Ĉi tiu afiŝo estis verkita por la granda plimulto de kompanioj, kiuj ne havas konkurencon kaj neniun optimumigon ... estis pledo almenaŭ fari la minimumon.

Por kompanioj en konkurencivaj industrioj, tamen 80% optimumigita eĉ ne estas proksima. 90% ne sufiĉas. Por akiri rangon # 1 en tre konkurenca termino necesas la kompetenteco de unu el manpleno da kompanioj en la mondo. Se vi estas en eĉ modere konkurenciva rezulta paĝo pri serĉilo, via informadika sekcio ne irigos vin al la numero 1. Vi bonŝancos, se ili eĉ atingos vin sur la unua paĝo de rezultoj.

Vi ne metus vian IT-fakon komisiita de via venda teamo, tamen vi komandos ilin pri teknologio, kiu povus malhelpi vian kompanion akiri vendojn. Se vi praktike aplikos teknologion ... certigu, ke vi plene esploras la ŝancojn kaj avantaĝojn antaŭ ol vi pensas, ke vi povas fari ĝin sola!

5 Komentoj

  1. 1

    There's a world of difference between a blogging platformo and an SEO strategio.

    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 ne 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 venture funding, 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 duono 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

      Hi 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 ebla, it's whether you want to do it yourself or if you want someone else to do it for you.

        jes, 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 kial that single post would get more traffic. The reason is mostly because Compendium la firmao 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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