ʻO ka wehewehe ʻana o ka ʻenehana:
ka hoʻohana kūpono o ka ʻepekema i ke kālepa a ʻoihana paha
I kekahi manawa i hala aku nei, ua noi au, “Inā kou keʻena IT e luku nei i ka hana hou". He nīnau ia i noi ʻia i kahi pane! He hiki i nā keʻena IT he nui ke kāohi a hiki ʻole i ka hana hou… hiki i nā keʻena IT ke kāpae a ʻae i ka hana a me ke kūʻai aku?
I kēia lā, ua hauʻoli wau i ka hui ʻana me Chris mai Hoʻohui. He kamaʻilio ʻuhane ia a ʻeha mākou e hele ma kahi o 45 mau minuke i hala kahi a mākou e makemake ai.
One of the interesting pieces of the conversation was discussing who owned the decision to purchase a platform or SEO services. We both sighed when that decision fell into the hands of an IT representative. I'm in no way trying to disparage IT professionals – I rely on their expertise on a daily basis. Blogging no SEO kahi hoʻolālā no ka loaʻa ʻana o nā alakaʻi ... a kuleana kalepa.
However, it's intriguing that an IT department is often put in charge of a platform or process that determines business results. Too many times, I see business results (innovation, return on investment, ease of use, etc.) taking a backseat in the purchasing decision.
In selecting us as their corporate blogging platform, it's often the IT department that believes that they can implement a like me hopena no ka blog ʻana. He blog kahi blog, ʻeā?
- Hoʻopoina that the content isn't optimized
- Hoʻopoina that the platform isn't secure, stable, maintenance-free, redundant, etc.
- Hoʻopoina that the platform isn't scalable to millions of pageviews and tens of thousands of users.
- Hoʻopoina ua hoʻolilo ka ʻoihana nāna i kūkulu iā ia i mau haneli he mau tausani kālā i ka noiʻi a me ka hoʻomohala ʻana e hōʻoia i ka hoʻopili ʻia o nā hana ʻoi loa a me ka huli ʻana o ka ʻenekia huli.
- Hoʻopoina maʻalahi ka maʻalahi o ka mea hoʻohana no kekahi e hoʻohana ai, me ka ʻole o ka hoʻomaʻamaʻa ikaika.
- Hoʻopoina automated ka ʻōnaehana no laila ʻaʻole pono ka ʻike o ka lepili ʻana a me ka hoʻokaʻawale ʻana.
- Hoʻopoina that our staff monitors our clients' progress to ensure their success.
- Hoʻopoina hele mai ka paepae me ke aʻo hoʻomau e kōkua i nā mea blog e hoʻomohala i kā lākou mākau a hoʻonui i ko lākou hoʻi ʻana i ka hoʻopukapuka ma luna o ka manawa.
With SEO, it's often the same argument. I've even been on the opposite side of the SEO argument, telling you that you don't need an SEO expert. Ua hoʻomanaʻo mai ʻo Jeremy iaʻu i kēia kūlana… doh!
ʻO kaʻu e manaʻo nei he nui loa nā ʻoihana i loaʻa ʻole ka ʻenekini huli ʻenekini a ke nalo nei i ka nui o nā kaʻa e pili ana. Inā lākou i hana wale i ka palena iki, hiki iā lākou ke kau i kēlā pūnaewele nani a lākou i hoʻolilo ai i $ 10k ma mua o kekahi mau malihini kipa. Ua kākau ʻia kēia pou no ka hapanui o nā ʻoihana i loaʻa ʻole ka hoʻokūkū a ʻaʻohe optimization ... he noi ia e hana i ka mea liʻiliʻi.
For companies in competitive industries, though, 80% optimized isn't even close. 90% isn't enough. To get a #1 ranking on a highly competitive term requires the expertise of one of a handful of companies in the world. If you're in an even moderately competitive search engine results page, your IT department isn't going to get you to #1. You'll be lucky if they even get you on the first page of results.
You wouldn't put your IT department in charge of your sales team, yet you'll put them in charge of a technology that could prevent your company from getting sales. If you're going to apply technology practically… make sure you fully investigate the opportunities and advantages before you think you can do it alone!