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After the recent "donkey driving" incident on Ganji.com, Vice President of Marketing and Public Relations Deng Man, Vice President of SEO Lu Yingjian, and SEO Director Guo Yanjing resigned. Ganji.com spent nearly RMB 200 million on advertising, but Baixing.com took advantage of the opportunity and quickly built the Ganlu website, launched a similar slogan "Kanlu.com, nothing", and purchased "Kanlu.com" from Baidu and other search engines at a high price. The key word, free ride, not only steals the traffic but also steals the limelight.
Regardless of how many domestic companies have SEO VP positions, from the perspective of the matter itself, Ganji.com’s decision to respond to Baixing.com’s copycat actions through technology or SEO means itself determines its own failure (Li Kaifu once said on Weibo Describing the ridiculousness of the first friendly link on the homepage of Ganji.com), after spending hundreds of millions of advertising dollars, we still return to the same starting point as our competitors to fight for SEO, whether it is a loss or not. For such malicious competition, Ganji.com can use the power of the media and legal means to seek solutions, at least to slow down the development of adverse effects.
So there was internal accountability, and two vice presidents were involved. There is nothing wrong with holding the VP in charge of marketing and public relations accountable. This in itself is a very failed case of corporate public relations. But the author has no regrets about the accountability of SEO. It is too far-fetched to measure the overall work of SEO based on the gains and losses of one keyword alone; if it is to appease investors, I can understand it. Regarding the personnel turmoil in the market this time, let the author contact the current status of domestic SEO, how companies evaluate SEO work, and how to establish an accountability system for SEO practitioners. The author shares some of his own opinions, and I would like to ask fellow SEO experts to correct me if they are inappropriate here.
1. Appear as a demander in the early stages of website construction, propose SEO-related demand plans for the product and technical departments, and help improve the overall structure and ideas of the website platform. Such enterprises have a relatively clear understanding of SEO and have their own plans; and the website platform is in the early stages of construction, so many SEO needs can be fully reflected and implemented, which will have a very important positive effect on the enterprise in the long run.
2. Act as a consultant during the operation of the website, provide reasonable and constructive suggestions for website optimization, weight improvement, etc., and cooperate with the formulation of short-term, medium- and long-term SEO strategies suitable for website development, and focus on the established strategies and technologies, products, and operations Coordination is a huge and systematic task. This type of work may require first sorting out the company's current SEO needs, analyzing the company's current SEO status, and formulating a reasonable and feasible overall SEO strategy plan; whether it is improvements in website architecture or intervention in daily operations , or training website editors in SEO, these are all complex system projects. Therefore, there are high requirements for SEO practitioners.
For these two items, SEO business consultation is generally the main approach. In foreign countries, most business owners with similar needs will hire large, professional SEO service providers to provide them with detailed SEO solutions through projects to understand and meet the SEO needs of their companies. At present, this model has gradually become mainstream in China. Some well-known SEO teams serve various vertical fields of the Internet and have achieved very good results. The assessment of this type of SEO service is often not easy to clearly define, because the SEO team may focus more on strategic plans and not participate much in the execution work, and more depends on the future execution of the enterprise itself. For this type of SEO assessment, more emphasis is placed on the completeness and feasibility of the strategy and subsequent continuous coaching services.
3. Implement quantifiable performance appraisal based on specific work content. This type of work is more detailed and specific, and is the specific link in the specific execution of SEO work established based on the SEO strategy described above; such as the assessment of popular keywords, the quality and quantity of external links, the writing of soft copy, and friendly links. construction and other small details. They are all specific external execution work carried out through the overall SEO strategy improved in the previous article.
4. Use industry competitors as the assessment standard for SEO. For the assessment of this type of work, it is necessary to have sufficient knowledge of competitors, understand competitors' investment and real-time dynamics in SEO, and match the company's own investment in this aspect. Otherwise, such assessment will be relatively unfair. If the SEO VP and SEO director were held accountable due to the "Kanlu.com Incident", it would be this one. However, the incident itself more exposed the overall aura and behavior of the company in the face of emergencies. It would be too far-fetched to use a single keyword to measure the work of SEO.
For these two items, it is more about the execution of SEO, and different enterprise sizes will have different handling methods. Some companies set up their own SEO teams internally to implement them, while others entrust the company's SEO business entirely to third-party service providers through outsourcing. This type of work is specific, quantifiable, and cyclical, and is relatively easy to assess. At present, domestic small and medium-sized enterprises may use this method more to apply SEO in their daily operations.
After understanding the work related to SEO, the company boss will have different views on the functional positioning of SEO in the company. After all, there are no complete standards for daily management and organizational structure setting of enterprises, especially in China, which pays more attention to the rule of man than the rule of law. How to explore the SEO needs of your own company, how to build an SEO team suitable for the company, and how to maximize the value of SEO-related work, this is what every leader needs to care about and learn.
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