Ideally a company operating a website should be able to take control of their marketing strategy.
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Only the company knows what business it is in and would therefo,re ideally, want to create their own content if the website is to contribute towards being ‘uniquely competitive’ on the Internet.
This sounds easy enough, but is actually quite a challenge.
Project Managing Your Website - Everyday
A website needs managed and regularly fed - everyday. Because everyday someone else in the same business as you also has a website. And so everyday they will be actively promoting their website pages to rank higher than yours
The biggest problem to maintaining a healthy website is that most people are (and always have been) bad content creators.
That's why we have professional copywriters, graphic designers, filmmakers, speakers, musicians, and other types of media professionals.
When an average person tries to create content, they typically don't have much to say and what they do say is often said badly.
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GOOGLE is Blind
The most important blind visitor to the website is Google. A key objective for Google is to properly index a websites pages so the right people can find the products or services on offer.
The ability to communicate online is a key job skill in the new economy and also an important mechanism for self-actualization.
A recent review from interviews held by the OnlineXcellence team with Managing Directors, business owners and Senior Marketing Lecturer’s of some of Scotland’s leading Universities found there is no great hope in the foreseeable future for success in this area.
After all, schools have taught writing for centuries, and writing quality has scarcely evolved at all. On the other hand, there are people who can in fact write memos that get their point across.
Leaving such a task to the web development company to the point where they have to edit the pages on behalf of a business is never going to be an ideal scenario for any organisation.
They don’t know your business, plus marketing trends change.
What is even more important is search engines change, and the person who has responsibility for the website and its content has to be able to adapt swiftly to this algorithmic shift.
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This means the person needs to have not just an understanding of website architecture, and possess good quality writing skills, they need to understand a little bit more about how search engines and the architecture of the internet.
They also need to have a creative flair in knowing what makes a search engine friendly page that is dynamic and inviting to the web visitor but ensures that page will reach the objective of that visitor converting on the page
Therefore the type of person required by a business has to be equipped with additional qualities to that of:
The desired person for this role will need to have had some experience in online consumer marketing, particularly search engine marketing; a reasonable level of technical knowledge and an understanding of site development skills; analytical and numerical skills, with experience of preparing online performance reporting, briefing the business owner where the strategy is or isn't working in the website's favour.
The OnlineXcellence program is here to help business owners and their staff become knowledgeable in the above topics. By gaining the above skills will also make a staff member not just more employable with the company they work for now, but they become an attractive employee for another businesses if that business sees their competitor has a professional 'website champion' bringing success into the company.
The world is changing, the high street is changing, people are searching for new job opportunities. Becoming an OnlineXcellence professional could be good for individuals and good for employers.
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BECOME A SMART SUCCESSFUL BUSINESS ONLIN
