Most Companies Still Don’t Get SEO – Yet They Want To Go Social?
Recently, I was having a conversation with a friend of mine in the PR industry who was given a large client. She was telling me how she is guiding the client through their foray into social media. As she was talking, naturally I started to check out their company website, blog, Twitter presence, etc. And I had to stop her.
I had to stop her because their corporate website (huge company, you have heard of them) failed just about every basic SEO item you can think of. It’s almost comical that in a company this large no one would have bothered suggesting making their site even a hair bit search friendly. They had to either have been told about their failure and didn’t care or really are that clueless. Perhaps they’re so big they feel like they don’t need extra visitors from search engines.
From a social perspective, they definitely could be doing much better too (hardly my friend’s fault, she just started helping them) but when they get so much wrong from an SEO standpoint how can they expect to get social and be effective?
The search marketing industry is far more mature than the social media marketing industry – if this company doesn’t bother grasping search, it makes little sense to skip to social. Search is a core function of the web, and should come first.
The order matters, because search and social programs have an intersection, but to really activate this your core web presence and social content needs to be optimized. Otherwise, all that effort of directing a community for the outcome of growing search KPIs falls short. It’s analogous to building a skyscraper but wanting to create the top first without having any sort of base.
Sadly, this example is one that’s all too common. Somehow SEO, while more mature as a formalized industry, is skipped and companies jump immediately into social programs. Have you seen this happen too? What do you think?