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Nowadays more and more clients’ attention has shifted from design to Search Engine Optimization (SEO) when developing the website. The reason is obvious as aesthetics is subjective, while SEO is rational. From the client’s point of view, it would be more comfortable to see an objective & countable return of investment (ROI) for their marketing budget.
But in my decade of Internet marketing career, I still put client’s branding and marketing positioning as the first priority when designing their online presence. Although the page view of a website is as important as the rating of a TV commercial and having a high ranking in search engine such as Google and Yahoo can guarantee a high exposure of the website, yet a brand’s positioning and the message it wants to pass to the consumers is of equally important. Imagine a company spending a fortune showing their TV commercial at prime times, but with an unclear message and branding? The result will not be satisfactory.
Similarly, the purpose of a website is to allow customers and investors to learn more about your company such as its operation, news and future development; and more importantly through this unique media – it allows your company to interactive with your customers and thus enhance user experience. Hence, when planning an online strategy for our clients, we have to consider other factors on top of SEO.
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