Don’t use IT to provide SEO and SMO!

27 05 2010

Let’s face it, who hasn’t had an email stating that IT company x promises to get you No 1 in Google’s natural rankings….Its promises like these that really do give areas of IT a bad name….However, is Search Engine Optimisation (SEO) something that companies should look to IT organisations to provide? In addition, should these same IT companies provide Social Media Optimisation (SMO)?

If you are someone looking at SEO and SMO for your organisation, then read this post, I think it will no doubt save you a lot of time and money, and ensure you get the right people for the job….

What is SEO?

Well first off, don’t think that investing in SEO heavily will necessarily get you ranked no.1 in Google, Bing, Yahoo or whoever. Technically it isn’t about rankings; rather optimising your website to ensure key content is picked up and found by the search engines. However, this does lead to rankings, if your valid content can now be found by a search engine, then your rankings will improve compared against a users search criteria.

The technical side of things is all down to your web design company. Technically they should be the ones who implement any SEO changes in your website. But that’s it. They shouldn’t be providing you with SEO services as many people think of them. SEO is now linked directly with trying to rank your website higher in a search engine, and this is a far wider thing than just optimisation of a web page….Here you are talking about ensuring your content matches peoples searches, and that your content gets the message across. You are also talking about building links and partnerships with other organisations, contributing to online discussions and engaging in Social Media activities. These are all things that need to be done in order to affect your ranking, and bluntly, there is nothing here for IT to get involved with. If you think an IT company, or one of these SEO IT companies can help you here, you are setting your organisation up for a fall. Website rankings is about marketing, communications and PR. You don’t let your web designers write your copy for a brochure, deal with public relations or put together advertising for you do you? So why let a bunch of IT geeks loose with your on line presence…

SEO and SMO

Unfortunately, SEO is now not just SEO, it is all about rankings and presence. In this case, SEO now includes more elements than just optimisation of your website and the marketing / communications you put out through your web presence. With the big rise in Social Media, and its effects on organisations, SMO (Social Media Optimisation) is now a massive part in aligning your organisations online presence, marketing, communications and PR. All of these things have a massive knock on to your web presence and your ranking in search engines…

Looking at the bigger picture like this, you soon see that SEO and SMO are now so closely linked that they must almost be treated as one in the same thing.

Who should be carrying out SEO and SMO?

This is simple. You need to use someone with good marketing, PR and communications experience and skills. Obviously people will specialise in online areas and these are the kind of people you need to seek out. These are not IT based people or companies; they are marketing, communications and PR specialists…

I must also point out that SEO and SMO is not something you just do once and that’s it. If you want real success this is something you need to do day in day out, ensuring your customers can communicate with you through social media sites, but also so that your web presence grows, stays up to date and constantly refreshed. This is really the only way to ever really achieve good consistent rankings in search engines now, without this level of long term commitment, you can be sure you won’t be number one…

Conclusion

If you want to improve or increase your web presence you need to invest the time and effort into it. Remember the internet is the most competitive market place out there, there is no passing trade past your bricks and mortar shop front, so you need to be constantly innovative in how you make people aware of your business and what you have to say…The tools are out there, you just need to ensure you use the right people and commit to it 100%. Only when you do this will your organisation achieve a lasting and highly ranked web presence not just within the big search engines, but in general….

If you are looking for a “quick win” and think the way forward is with an IT SEO company, then remember, you have been warned….








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