Why traditional enterprises can not do SEO

Recently, Kai-Fu Lee on Weibo said: "The traditional enterprise buys the Internet company words, accept a dead one", after I looked very has the feeling, in fact the traditional enterprise does not say that runs the internet company, even is aimed at own website to do the SEO optimization to be very difficult, rarely very successful example. "

So why the traditional enterprise can not do SEO? I have been thinking about this issue, but also with a lot of peer exchange of this issue, logically speaking, traditional enterprises are generally capital strength, in its physical business has had a certain advantage and experience, but only to transform the platform just, but, it is difficult, What is the nature of the reason? I have summed up some for your reference and exchange.

I started working for some traditional enterprises at the end of 2009, mainly the job is to set up SEO team, and start to do SEO optimization work, my feeling is: the traditional enterprise to do SEO the biggest difficulty is: The money does not give money, important people can not recruit professionals, there are more important fatal disadvantage is: decision-making can not be unified, implementation can not be in place. At last everyone was dismissed.

These are all superficial reasons, and I'm thinking about the most fundamental reason, and I finally found out that basically these are the reasons:

One, the decision is not independent

The traditional enterprise suddenly moved to a completely unfamiliar field, they will suddenly lose their direction, at this time, they rely on their own understanding of the Internet, take for granted some things, these decisions are completely wrong, but only in the end will prove that they are wrong, in the process, People in charge of SEO tend to give up their right decisions, or to compromise their policies, because they come from bosses or leaders, but the final results are certain, and that is not going to be a good result.

In the past, when I entered a company, I would particularly and they stressed: SEO this piece is who is the boss? They'll say we'll all listen to you, but in real life you'll find that no matter how much trust you have, you can't control your decisions, because your boss, Bosses are always interfering with your ideas and the right way, in the final analysis, the company is not responsible for doing SEO people, you have to follow the boss's ideas, your methods and decisions for them are all suggestions.

Two, the personnel is not independent

SEO department In most traditional enterprises are a newly established department, most companies are not even a department, they employ and recruit people must cooperate with the personnel Department, but in fact, the personnel department has never been able to recruit a reliable person, they can not only know who is suitable, what kind of people professional, what kind of people are available, Moreover, they will depress the salaries of professionals, making it impossible for these useful people to enter the company.

If a professional person even enters the company, he is also unable to fully take charge of the SEO director, because, the traditional enterprise bosses and managers will also interfere with his work, from this person's point of view, he is likely to face different views and leadership, one from the SEO manager, one from the traditional business manager, The final result is conceivable.

And a very tricky question to put in front of you, that is, SEO executives can not even set up their own team, the enterprise may let an old employee of the company as an editor, or a handyman to act as an outside chain Commissioner, or another design poster, corporate brochure people as art, these employees have been working in this company for a long time , in the face of a new SEO director, they can not really cooperate with the SEO supervisor's work, especially when they found that the SEO supervisor assigned to their work is not only boring and numerous, finally, they must complain.

Third, the fund is not independent

How many companies are willing to invest a lot of money in the SEO work of a website? My answer is: traditional enterprises are often little wool, they are very careful to invest money in the Internet, such as now spend 10,000 yuan to put out the chain, they will think twice, but if it is put on the ground, They are probably 1 million willing to consider, what kind of mentality is this? The biggest reason is that they do not understand the Internet, for this very unfamiliar input, they have a skeptical mentality, especially SEO executives tell them that the results are not 100% can guarantee that they will be more hesitant.

Even if the company is willing to invest, you can't use the money in the right way, to give a simple example, such as now every month to invest 10000 yuan to the outside chain, then, according to the correct process is, a person responsible for looking for quality related sites, and then negotiated, immediately pay to each other, this time, You need to have a net or Alipay that can be paid at any time, however, a lot of companies think you have to go to finance, money to play, which is a very big obstacle, because the traditional enterprise's finance will have a variety of reasons to delay the remittance, want to let them in 1 minutes to give you money, it is almost impossible.

Four, not enough perseverance, hesitant to result

When the project in accordance with the established plan in advance, this time the SEO supervisor will find that the boss has been anxiously waiting for the results, they even asked you again and again, why has no effect, why have not orders? What's worse, SEO executives may give them the time they promise to be the ideal schedule , to the timetable, the site is still no major improvements, this time, SEO executives will be frustrated to find that their own has been unable to do. In everyone's suspicion, he may only choose to leave, and then go on to choose a suitable company, it is possible to continue to repeat the failure.

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