Quem define a tecnologia em sua empresa?

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A definição de tecnologia é:

a aplicação prática da ciência ao comércio ou indústria

Um tempo atrás, eu perguntei: “Se o seu departamento de TI estava matando a inovação“. Foi uma pergunta que solicitou uma resposta e tanto! Muitos departamentos de TI têm a capacidade de sufocar ou permitir a inovação ... os departamentos de TI podem sufocar ou permitir produtividade e vendas?

Hoje, tive o prazer de conhecer Chris de Compêndio. Foi uma conversa animada e acabamos indo cerca de 45 minutos além de onde queríamos.

Uma das partes interessantes da conversa foi discutir quem era o dono da decisão de comprar uma plataforma ou serviços de SEO. Ambos suspiramos quando essa decisão caiu nas mãos de um representante de TI. Não estou, de forma alguma, tentando menosprezar os profissionais de TI - conto com sua experiência diariamente. Blogging para SEO é uma estratégia para adquirir leads ... a responsabilidade de marketing.

No entanto, é intrigante que um departamento de TI geralmente seja encarregado de uma plataforma ou processo que determina os resultados de negócios. Muitas vezes, vejo resultados de negócios (inovação, retorno do investimento, facilidade de uso, etc.) em segundo plano na decisão de compra.

Ao nos selecionar como sua plataforma de blog corporativa, muitas vezes é o departamento de TI que acredita que pode implementar um sem solução para blogs. Um blog é um blog, certo?

  • Nevermind que o conteúdo não está otimizado
  • Nevermind que a plataforma não é segura, estável, livre de manutenção, redundante, etc.
  • Nevermind que a plataforma não é escalonável para milhões de visualizações de página e dezenas de milhares de usuários.
  • Nevermind que a empresa que o construiu gastou centenas de milhares de dólares em pesquisa e desenvolvimento para garantir a conformidade das melhores práticas e mecanismos de pesquisa.
  • Nevermind que a interface do usuário é simples para qualquer pessoa usar, sem a necessidade de treinamento intensivo.
  • Nevermind que o sistema é automatizado, portanto, nenhum conhecimento de marcação e categorização é necessário.
  • Nevermind que nossa equipe monitore o progresso de nossos clientes para garantir seu sucesso.
  • Nevermind que a plataforma vem com treinamento contínuo para ajudar os blogueiros a desenvolver suas habilidades e aumentar seu retorno sobre o investimento ao longo do tempo.

Com o SEO, geralmente é o mesmo argumento. Eu até estive do lado oposto do argumento de SEO, dizendo que você não precisa de um especialista em SEO. Jeremy me lembrou deste post… doh!

Meu ponto é que muitas empresas NÃO têm otimização de mecanismo de pesquisa e estão perdendo muito tráfego relevante. Se eles apenas fizessem o mínimo, eles poderiam pelo menos colocar aquele belo site no qual gastaram $ 10k para alguns visitantes. Este post foi escrito para a grande maioria das empresas que não têm concorrência e nem otimização ... foi um apelo para pelo menos fazer o mínimo.

Para empresas em setores competitivos, porém, 80% otimizado nem chega perto. 90% não é suficiente. Para obter a classificação # 1 em um termo altamente competitivo, é necessário o conhecimento de uma das poucas empresas no mundo. Se você estiver em uma página de resultados de mecanismo de pesquisa ainda que moderadamente competitiva, seu departamento de TI não o levará para o primeiro lugar. Você terá sorte se eles o colocarem na primeira página de resultados.

Você não colocaria seu departamento de TI no comando de sua equipe de vendas, mas os colocaria no comando de uma tecnologia que poderia impedir sua empresa de obter vendas. Se você vai aplicar a tecnologia de forma prática ... certifique-se de investigar completamente as oportunidades e vantagens antes de pensar que pode fazer isso sozinho!

5 Comentários

  1. 1

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

    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 não 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 financiamento de risco, 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 metade 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 possível, it's whether you want to do it yourself or if you want someone else to do it for you.

        Sim, 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 porque that single post would get more traffic. The reason is mostly because Compendium a empresa 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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