Qui defineix la tecnologia a la vostra empresa?

cerca1

La definició de tecnologia és:

l’aplicació pràctica de la ciència al comerç o a la indústria

Fa un temps vaig preguntar:Si el vostre departament de TI matava la innovació“. Va ser una pregunta que va sol·licitar força resposta. Molts departaments de TI tenen la capacitat de sufocar o permetre la innovació ... els departaments de TI poden fins i tot sufocar o permetre la productivitat i les vendes?

Avui he tingut el plaer de conèixer-me amb Chris de Compendi. Va ser una conversa animada i vam acabar passant uns 45 minuts on volíem.

Una de les parts interessants de la conversa va ser discutir qui era el propietari de la decisió de comprar una plataforma o serveis de SEO. Tots dos sospiràrem quan aquella decisió va caure en mans d’un representant de TI. De cap manera intento menystenir els professionals de TI: confio en la seva experiència diàriament. Blogging per SEO és una estratègia per adquirir clients potencials ... a responsabilitat de màrqueting.

No obstant això, és curiós que un departament de TI sovint es faci càrrec d’una plataforma o procés que determini els resultats empresarials. Massa vegades veig que els resultats empresarials (innovació, retorn de la inversió, facilitat d’ús, etc.) prenen un segon pla en la decisió de compra.

En seleccionar-nos com la seva plataforma de blocs corporatius, sovint és el departament de TI qui creu que pot implementar un lliure solució per a blocs. Un bloc és un bloc, oi?

  • No importa que el contingut no està optimitzat
  • No importa que la plataforma no és segura, estable, sense manteniment, redundant, etc.
  • No importa que la plataforma no és escalable a milions de pàgines vistes i a desenes de milers d'usuaris.
  • No importa que l'empresa que el va construir va gastar centenars de milers de dòlars en investigació i desenvolupament per garantir les millors pràctiques i el compliment dels motors de cerca.
  • No importa que la interfície d'usuari sigui senzilla per a tothom, sense necessitat de formació intensiva.
  • No importa que el sistema està automatitzat, de manera que no calen coneixements d’etiquetatge i categorització.
  • No importa que el nostre personal supervisi el progrés dels nostres clients per garantir el seu èxit.
  • No importa que la plataforma inclou un entrenament continu per ajudar els bloggers a desenvolupar les seves habilitats i augmentar el retorn de la inversió al llarg del temps.

Amb el SEO, sovint és el mateix argument. Fins i tot he estat al costat oposat de l’argument SEO, que us ho dic no necessiteu un expert en SEO. Jeremy em va recordar aquest post ... doh!

El meu punt era que massa empreses no tenen cap optimització de motors de cerca i que perden molt de trànsit rellevant. Si només ho van fer mínim, almenys podrien posar aquell bell lloc en què van gastar 10 dòlars davant d’uns quants visitants. Aquest post va ser escrit per a la gran majoria d'empreses que no tenen competència ni optimització ... va ser un plaer almenys fer el mínim.

Tanmateix, per a empreses en indústries competitives, el 80% d’optimitzacions ni tan sols són properes. El 90% no és suficient. Per obtenir un rànquing número 1 en un terme altament competitiu es requereix l'experiència d'una de les poques empreses del món. Si sou a una pàgina de resultats de motors de cerca fins i tot moderadament competitius, el vostre departament de TI no us portarà al número 1. Tindreu sort si fins i tot us aconsegueixen a la primera pàgina de resultats.

No posaríeu al vostre departament de TI al capdavant del vostre equip de vendes, tot i que els encarregueu d’una tecnologia que pugui evitar que la vostra empresa obtingui vendes. Si voleu aplicar la tecnologia pràcticament ... assegureu-vos d'investigar completament les oportunitats i avantatges abans de pensar que podeu fer-ho sol.

5 Comentaris

  1. 1

    There's a world of difference between a blogging plataforma and an SEO estratègia.

    A blogging platform is just a combination of software and hardware, and IT departments are pretty good at putting those together. There are also many vendors who do this work, either because they have proprietary software, or because they already own or lease hardware, or because they have lots of expertise in maintaining this particular IT stack. The question of how you divvy up the management of your blogging platform between in-house folks and outsourced folks is the canonical "buy/build/borrow" IT problem.

    An SEO strategy, however, is almost entirely independent of your blogging platform. You can have great or terrible SEO regardless of the platform. But using an SEO company is no like using a third-party IT company. It's more like hiring copywriters who can translate your ideas into the language of Google.

    Sure, you can use free, open source blogging software. And let's be fair, Doug—WordPress does run on secure, stable, highly redundant infrastructure. Users of WordPress include the Dow Jones, The New York Times, People Magazine, Fox News and CNN—all of which pass your "millions of page views, tens of thousands of users" test. Automattic (the people who make WordPress) have tens of millions in finançament de risc, which I think constitutes a pretty extensive research and engineering budget. WordPress is not a toy.

    However, WordPress is just a blogging platform. Actually, it's just meitat a blogging platform—the open-source WordPress software (though there are countless WordPress hosting services, including WordPress.com.) If you are interested in any degree of reliability or scalability, you need to invest in the relevant hardware and expertise.

    So, the IT department is right that a blog is just a blog and they can use free tools to get the blog part going. But most of the work and most of the potential value is not in the software. Almost the entire point of having a blog is made possible through a comprehensive and continuous SEO strategy. And once you realize that is what you need, it's something you should be willing to pay for.

    The challenge is getting IT departments to realize that good SEO is not a handful of silly tricks, that it's hard, that it is always changing, and that it makes all the difference in the world.

    @robbyslaughter

    • 2

      Hi Robby!

      I'm not sure whether or not you're agreeing or disagreeing with me. You and I know that the Dow Jones, The New York Times, People Magazine, Fox News and CNN are not running WordPress 'as is'. They are running it with no additional infrastructure costs, theme development costs, search engine optimization costs, etc.? You don't think they're spending money educating their staff on use of those platforms? Or development to pass content to those platforms? Of course they are! Each of those businesses has invested quite a bit of money to make a 'free' platform work for them.

      A blog is just a blog, but a blogging platform is NOT just a blogging platform. The keyword strength meter, automation of tagging, categorization and content placement in Compendium are huge differentiators. It requires that the user spend less time worrying about 'how' to blog, 'how' to optimize their content, and more time worrying about 'what' to blog. Business bloggers should be concentrating on their message – no their platform.

      I guarantee you that any person can open Compendium and intuitively post and that post will be optimized. This is not the case with WordPress. The majority of people that I've personally taught how to blog effectively with WordPress had no idea how much they were missing with each post.

      Again, the focus of the IT department isn't often the focus of the business. I've always appreciated my IT peers 'reviewing' my software purchases to ensure I'm not putting the company at risk; however, they will never be able to recognize the benefits of the platform or strategy and its impact on the business. That's not what they are educated for, what their experience is in, nor what they should be utilized for.

      Let business people make the business decisions! Let IT be their trusted advisors.

      • 3

        I'm not agreeing or disagreeing with your overall point, I'm just clarifying your comments.

        Nobody said that the big users of WordPress are running the software without additional customization and infrastructure costs. You said "nevermind that the platform isn’t scalable to millions of pageviews and tens of thousands of users", but that's just not true. It's clearly possible to scale WordPress (or Blogger, or Drupal or DotNetNuke or Compendium and so on) to this level, but you have to invest in the hardware, supporting software and technical expertise. The question is not whether it's possible, it's whether you want to do it yourself or if you want someone else to do it for you.

        Sí, a blogging platform is just a blogging platform. It's a combination of software and hardware that produces a blog. Sure, some have different features, and those features might have more value and worth more money. Whether you have an IndyCar, a full-featured BMW or reliable truck, you have an automotive vehicle that can be driven from point to A to point B. Is it true that some of those vehicles are better suited to certain tasks? Absolutely. The question is: what task are you trying to achieve?

        I'm sure that if you put a user side-by-side with Compendium and any open-source blogging platform, the the post on the Compendium blog would drive more traffic—-even if the posts were word-for-word identical. That's a great value for your company! If this use case is representative, it makes for a fantastic selling point for CB.

        But let's examine Per què that single post would get more traffic. The reason is mostly because Compendium la companyia has an ongoing strategy operation. You're updating the codebase all the time. You are linking to client posts to help them build reputation. You meet with clients and provide additional training and resources. You maintain highly reliable infrastructure. Much, if not most of the advantage of Compendium over a free tool is the ongoing service and support you provide for your software, your clients, and their content.

        And again, that's a wonderful benefit and many of your customers are very happy. But it's not a fundamental part of your software and hardware "blogging platform." You could achieve the same result by using different software (but it would be more work!) This is in effect what companies like DK New Media do every day. Anyone involved in decision making for corporate blogging needs to understand these nuances.

        The fundamental issue here is where one department's responsibility ends and someone else's begins. There are no easy answers to that question. Even worse, if any part of that line crosses outside the company to a third party vendor, there start to be blurry spaces between entities and it becomes harder to assess risks and benefits. How do you protect your perimeter if outside people have access? Or, from the marketing side: how are you sure that the outsourced platform provider isn't going to screw up and ruin your brand? These risks may be small or large, but they are not zero.

        I'm sure that many decisions regarding technology are made by IT without sufficient respect to business implications. But the problem goes both ways—business people need to understand more about IT and vice versa. Working together instead of against each other will benefit everyone.

        • 4

          Thanks for that clarification, Robby! I'll stand by last comments. I trust my IT resources to be my advisors so I don't do something stupid. However, I won't give them the final decision on platforms and strategies that are in the best interest of moving the business forward. We each have our own strengths and they need to be leveraged appropriately.

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