Brand -vs- SEO -vs- Effectiveness
In business, it's not about looking good, it's about being effective. Sure, Saks Fifth Avenue has to look good to maintain their position
in the market, but eBay doesn't.
Wal-Mart has been
improving their look lately, and maybe one day I'll be proven wrong. But until
then, remember this:
- Looks are forgiving
- Ineffectiveness is not.
So, how do you 'be effective'? You design it in.
You plan for it, and you build it, and you test it, and you measure it and you rebuild
it.
Where do Brand and SEO fit in?
Imagine a continuum. One one end is pure brand. All the copy and all the
visuals on a site are designed to create a sense of persona, one that is
tailored to this specific site visitor.
On the other end is pure SEO. Every word, every image, every alt tag, and meta
tag and link is custom written for the spiders. Every decision designed to
answer one ultimate goal: Top Search Engine Rank.
Effectiveness lies in the balance.
True effectiveness then is achieved at some point in the middle of this
continuum. Exactly where depends on several factors. The type of business, the
optimazation climate of that specific industry and the other lead generation
measures being deployed, to name a few. But whether you thrive on the quality of
the relationship or sheer volume, brand or SEO, don't forget this:
The more effective firm wins.
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