TECHNOLOGY
What's Your Excuse?
SEO has been around for over 10 years now and the methodologies and tactics required to correctly optimise a site are no longer a black art and are well understood by many. Search is also now recognised as a main stream advertising channel with Australian businesses spending $250 million in 2006 and predictions of this increasing to $975 million by 2010 (Frost & Sullivan, Jan 2007). So if the above statements are correct why do we still find so many mainstream sites in Australia with such poor SEO?
We can start to answer this question by looking at the excuses and reasons people give to avoid implementing correct SEO on their sites. Some of these excuses are verbalised but often the underlying reasons are hidden.
Common Excuses
- We prioritised site functionality and had to meet go live deadlines
- Our technology restricts us from optimising the site
- Our developer said they do SEO
- We are redesigning the site in XX months time
Most of these are simply excuses and the underlying reasons are often due to a lack of knowledge about SEO options or just a low priority placed on SEO for some reason.
Common Reasons (not all verbalised!)
- Senior management does not understand or 'buy-in' to online
- No one is accountable for website success metrics (traffic & conversions)
- All sounds too hard
- Marketing passes anything .internet' to the technical department
- I would rather just spend time on creative display campaigns
- We like buying media and running with traditional offline or brand advertising methodologies
- Its cheaper just to do SEM or DM as our industry is small and niche
So in conclusion I'm not here to judge as we all have far too many things to do and so it's natural to prioritise. I just want to encourage marketers to spend a little time evaluating the opportunity SEO offers to their online strategy and to challenge objections when they are raised, "where there's a will there's a way".
ShareCHAMPION IN FOCUS
Jon Ostler
Company: Q Ltd
Position: CEO (Sydney)
Jon is CEO of Q Ltd's digital agencies and media sales operations in Sydney and Melbourne. Jon oversees a team of 60 digital specialists employed by Q Ltd's 5 main businesses.
Jon is also CEO of QED (QEDigital.com) a subsidiary of Q Ltd and is responsible for devising, developing and growing profitable web assets owned by Q Read Jon's full bio
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