22nd
Why is the Executive Suite at Executive Suites Worried about Keywords?
I recently ran into a funny story about an executive suites company that I thought I’d share. I was speaking with one of the marketing managers who wanted my opinion on their competitor’s website. At the time, I didn’t know this, but this competitor is a fierce competitor of theirs. If I divulge why, anyone who reads this who knows the industry would know who I was referring to, so I will refrain from giving more information. Just know that they are fierce competitors outside the USA. Both are very upscale, have multiple centers and are very well capitalized.
Anway, I took a look at their websites and both had just completed a redesign and the competitor had done a terrible job from an SEO standpoint. It was completely a flash site without regard to doing anything to make the flash readable. Otherwise it was beautiful to look at… oh, and it was abominable from a usability standpoint.
What I found out later was that the board of directors for both companies spend a lot of time searching on Google to see how they’re doing, and they constantly seek to be #1 for “executive suites.” Anyone who knows SEO and knows the executive suites industry, knows that while the term “executive suites” is important, it’s not where the money is. Yes, it’s good, but if you focus on that, you lose.
So, please executive boards… stick with the big picture. Let someone else worry with the details of SEO… or become an expert. At that point it’s OK to dive in the details, I guess. If that’s what you really want to do.
