In this new media age, if a company’s products or services can not be found within the first page of search engine results, they may be doomed to failure. Search engine optimization should be a major focus for any company that relies on attracting new customers.
“If your company does not have a solid search engine optimization strategy, your CEO may be looking for a new job,” warned John Spagnuolo, President of the New Media Institute. “Your organization needs to be found when potential customers are looking for information online.”
What is Search Engine Optimization?
Search engine optimization (SEO) is the art and science of optimizing a web site or specific content to be found in search engines and placed higher in natural organic search results.
Companies are also using SEO when managing the reputations of brands, products and executives. When searching for a company, product or person, most people search online. Negative messaging could be at the top of search results. A good SEO strategy can boost a company’s web site and messaging to the top of those results.
IT or Communications Function?
Many companies are trying to figure out where the SEO should sit in the organization. Typically, the SEO position will exist within IT or communications. “Wherever the position is filed within an organization, a good SEO executive should have both a strong technical background and strong marketing/communications skills to be able to develop an effective SEO strategy.