Are corporations putting too much emphasis on "SEO Professionalism"?

[CopyAcolyte]

I just took a look at some Linked B2B copywriting job postings, and I notice that a lot of corporations that are looking for copywriters are placing a huge emphasis on "SEO Professionalism" and none on persuasive writing and results.

I know that SEO works, but it's not really such a big deal outside of writing relevant and compelling content. And plus, SEO helps only rankings, not sales.

I just think a lot of these bigger companies are just now really catching on to this "internet thing" and are obsessing with the new and supposedly sophisticated web media trend.

I just find it funny how these corporations try to act so "grown-up" when they're making such a short-sighted and irrelevant list of commandments for their "applicants."

I can spot the hot air, but I also could be wrong.

But maybe these corporations are just trying to get into a superior business position, even at the expense of actual business results.

That said, I'd like to know your thoughts on SEO relevance and the space (regardless of its true worth) it occupies in clients' minds.

Thanks.

[kishornayak]

You can write the best content and what if you miss out the keywords. Website content without the right keywords falls flat. SEO is a must with good content.

[MRMagMark]

CopyA, you're singing my song.

I'm in the corporate world. SEO is red-hot because many companies look at it as the "silver bullet." Put in a few keywords found through Google's Keyword tool and BAM! - visitors are supposed to arrive by the boatload.

Except it doesn't happen.

So more marketing companies try to push fancier programs to create greater SEO. (One look at my email inbox is enough to prove this...)

Most corporations took their marketing slicks/brochures and had them copied to their web pages. Most copywriters will be able to see the problem with this but the companies think it's good enough. They don't understand that the Internet makes the selling process more interactive than ever and if they don't have an offer, or testimonials, or opt-in forms, or any of the call-to-action devices that exist in a package -- they're going to miss out.

Too many corporations believe that direct sales tactics wouldn't work for them or make them look "unprofessional." They need copywriters who will explain to them that these time-tested principles are scientific and DO work. They need to be convinced to test these principles for themselves.

It's a bit of battle, but I'm starting to see some companies use their websites not as a dumping ground for out-dated and ineffective copy, but use it to try new things (and old things) that will convert visitors into paying customers.

[CopyAcolyte]

Originally Posted by MRMagMark

CopyA, you're singing my song.

I'm in the corporate world. SEO is red-hot because many companies look at it as the "silver bullet." Put in a few keywords found through Google's Keyword tool and BAM! - visitors are supposed to arrive by the boatload.

Except it doesn't happen.

So more marketing companies try to push fancier programs to create greater SEO. (One look at my email inbox is enough to prove this...)

Most corporations took their marketing slicks/brochures and had them copied to their web pages. Most copywriters will be able to see the problem with this but the companies think it's good enough. They don't understand that the Internet makes the selling process more interactive than ever and if they don't have an offer, or testimonials, or opt-in forms, or any of the call-to-action devices that exist in a package -- they're going to miss out.

Too many corporations believe that direct sales tactics wouldn't work for them or make them look "unprofessional." They need copywriters who will explain to them that these time-tested principles are scientific and DO work. They need to be convinced to test these principles for themselves.

It's a bit of battle, but I'm starting to see some companies use their websites not as a dumping ground for out-dated and ineffective copy, but use it to try new things (and old things) that will convert visitors into paying customers.

That's exactly it.

Corporations have a certain definition of "professional" fixed into their minds--one that doesn't really mean anything.

I mean, honestly, are they paying for someone to act "serious" or someone that can manipulate the business world in their favor?

It seems that they subconsciously conflate professionalism with results; and this is wrong. The former doesn't necessarily cause the latter. And the latter doesn't even need the former to exist.

I think this speaks to corporate culture, and the fact that the larger a company gets, the more bureaucracy it will shore up to protect itself from the risk of reckless "unprofessional" contractors. Hah..

[MRMagMark]

Originally Posted by CopyAcolyte

That's exactly it.

Corporations have a certain definition of "professional" fixed into their minds--one that doesn't really mean anything.

I mean, honestly, are they paying for someone to act "serious" or someone that can manipulate the business world in their favor?

It seems that they subconsciously conflate professionalism with results; and this is wrong. The former doesn't necessarily cause the latter. And the latter doesn't even need the former to exist.

I think this speaks to corporate culture, and the fact that the larger a company gets, the more bureaucracy it will shore up to protect itself from the risk of reckless "unprofessional" contractors. Hah..

Very true. I think some businesses are hesitant to use the tried and true direct marketing tactics because they feel it is akin to putting a snake oil salesman on their stage.

On the other hand, once larger corporations have successfully built a strong brand, the direct marketing method may not apply because people already trust them. Coke® doesn't need it because they're a global brand. However, they are involved with offers and interactive marketing on their website.

That said, most businesses are small businesses and need to prove themselves to their visitors. This is done by persuasive copy, not by a sterile description of their services. Many don't seem to grasp the difference between features and benefits; often listing the former and ignoring the latter.

I do think times are changing and some businesses are recognizing the need to "do something different." I have a copywriting presentation I've given to businesses and emphasized the need for strong web copy that incorporates direct marketing tactics. Some of them get it. Some don't.

Meanwhile, it provides a great opportunity for copywriters and marketers to help small businesses "get it" while the "getting" is good!