Complex Content Publishing Systems Pose a Challenge for SEO Efforts

We publish all of our online editorial content with the WordPress blog publishing tool. While this tool poses few challenges to users simply looking for an accessible method of online self publishing, ease of use becomes an issue for WordPress as users require additional features.

WordPress is an option worth some serious consideration for businesses that need a method of quickly publishing no more than marketing communication content. When these businesses need a traditional web site, and want to build it with WordPress, the level of complexity of the application goes up very quickly. WordPress is an application. In other words, WordPress is a software program, which, like other software programs, includes a lot of variables, functions, and more. Any method of transforming the look and feel of a software program like WordPress will likely be put together with even more of the same variables, functions, etc. The end result is a very steep curve, indeed, for anyone looking to build a web site with WordPress. The same challenge faces businesses that need to measure visitor activity on a web site.

Online marketers using a publishing engine like WordPress for ecommerce purposes should carefully consider the resources required to deliver the web site traffic information they will require prior to building the site. If the objective is to collect web site traffic information to support an online advertising campaign with a system like Google Adwords, it makes sense to either:

  • keep the design for the site as simple as possible
  • or build the cost for specialized technical help into a business plan so that the funds will be available to enlist professional help as needed to expand on the functionality of the site

Our preference is the first option. We have lots of experience with static web sites, which are very simple. We now think that building simple static web sites, with, or without a WordPress blog, makes more sense for businesses than committing everything to the WordPress blog platform.

Keep in mind that regardless of whether the measurement method one chooses for Google Analytics amounts to conversion goals, or events, it will be necessary to add code to pages. Obviously it will be easier to add complex code to simple static pages than it will be to add complex code to pages which are dynamically produced by complex code.

In the next post to this blog we will look at the kind of information about visitor behavior on web sites that can be collected with Google Analytics.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved


Online Web Page Visitor Analytics are Hard to Learn but Real Important

With so much riding on the effectiveness of web page content to deliver useful leads, (meaning engagement with visitors that can be developed into sales opportunities) it is mission-critical that enterprise IT ISVs exercise the required controls to monitor, manage and renovate web page content as required and on demand. Nevertheless many businesses continue to ignore this imperative, unfortunately, to their peril. In fact, we think it makes sense to include web site traffic management as a responsibility of marketing communications teams.

This imperative applies to core online marketing assets — meaning business web sites — as well as related social media assets where, ostensibly, engagement opportunities can be developed via other methods; for example, blog posts and subsequent comments, or Tweets and re Tweets, etc. In the case of social media assets, we think it makes sense to regard engagement, itself, as promotional content for which marketing communications has management responsibility.

The challenge is, of course, to find human resources capable of successfully delivering online engagement targets with the right editorial content and information architecture design. As well, these resources must be capable of successfully using online tools like Google Analytics to measure the effectiveness of online marketing efforts in terms of site visitor activity historical data. Usually, teams deep in creativity are hard-pressed to produce the methodical analytical expertise required to use these visitor activity tracking tools. Nevertheless, we think enterprise IT ISVs need to force the point as they look to staff up with the right individuals to deliver successful campaigns.

In fact, we find Google’s tool to be largely opaque and challenging. However, the fact that this tool is available at no cost for most users and, when mastered, is capable of producing so much useful information, more than outweighs any discomfort that we, or any other user, ought to have to face as its features and performance are mastered. When used in conjunction with a highly targeted click advertising campaign with, for example, Google’s Adwords service, an early stage business (or, for that matter, an established business that is, nevertheless, relegated to online obscurity as the result of ineffective MARCOM efforts) can establish engagement traction at a comparatively faster pace than would otherwise be the case.

If your team lacks the required talent to quickly move on a MARCOM effort that is, nevertheless, very important for you to successfully achieve, please consider contact us. IMB Enterprises, Inc. maintains a highly talented network of contacts, which we can call upon to match your requirements with the right individual to get your MARCOM job done. Our retained search services are offered on a monthly retainer basis of $3200.00 (3 month minimum commitment). Please call Ira Michael Blonder at +1 631-673-2929 to further a discussion about how we can help you improve your return on investment in online promotion. You may also email Ira at imblonder@imbenterprises.com.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved