SEO for Enterprises = Fail
Posted by Brian Wong on Feb 05, 2009, under AerInterest
Here’s a great article about SEO for enterprises and how that has failed to a large extent for major corporations that feel that paid search is an easy way out for gaining sufficient awareness and face time for consumers who search.
Several instances are noted – Cottonelle – a major corporation – has an all-flash website that isn’t friendly to spiders – and Lenovo, that has missed out on rerouting Google past their country-selector page and has compromised Google’s ability to make a meaningful cached version of their website.
An additional problem lies in several websites that don’t drive traffic from their specific brands but drive traffic from specific long-tail searches – this is summarized well here:
It depends–but especially for large retailers, SEO is important. It’s sites like Bizrate, eBay, and Nexttag that keep showing up in the top of Google when searching for Long Tail queries like “yellow queen size flannel sheets”.
These results suck. Where are the brands/enterprises that carry this merchandise? Where is JCPenney? Target? LL Bean? Lands End? They might be advertising through PPC, but 85% of consumers click on the natural listings.
How will you attempt to mend the rift the divides IT capabilities from inherently marketing-related initiatives? How can IT and Marketing live together and progress in a more unified way?
Link: SEO at the Enterprise Level a Major Flop
