Truth 6. SEO is not an afterthought
Not long ago, I did a favor for a friend and paid a visit to the U.S. corporate offices of one of the world’s top luxury brands. Despite being a global household name, the company had never sold directly to consumers. But an ambitious, lavishly produced, and expensive new website intended to change all that. With the site close to launch, together with a splashy (and pricey) ad campaign, the concept of search engine optimization suddenly blipped on the company’s radar screen.
How well did I think the site was going to do in terms of showing up in search engine results? That’s what this executive, showing off many months of hard work, wanted to know.
“Please don’t shoot the messenger,” flashed through ...
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