The other day I was searching around the internet (like I do almost every day), and I realized that I don't look for websites as much as I use to. In the old days, I was always looking for the best website to tell me about a product, or gain information, or find a cool link. Today, I have noticed that I tend to follow links from my social media "friends" that send me to blogs, to Facebook, to Tweets, to Linkedin, and eventually, maybe, to a traditional website.
Most of the time, when I visit a corporate web site, I can't find a link to their Faceboook, Twitter, blogs, YouTube, or other social accounts, this leaves me frustrated (I get frustrated a lot). At the very least, a corporate web page should provide a solid jumping off point for the rest of their social presence. This led me to wonder just how important web sites, search engine optimization (SEO), and site optimization in general is to the overall brand messages and information that we seek on the internet.
I recently read an article titled: "Why 'The Atlantic' No Longer Cares About SEO". One of the things they are doing is not worrying about writing articles for Google search algorithms, but writing articles that real people want to read, share, rewteet, repost, etc. They are, "capitalizing on the growing importance of social networks, rather than search engines, as sources of traffic." I think this is a growing trend, and one that I see more and more every day.
What does this mean? Well, for one thing, the first place people look for information about you or your brand is not necessarily on your web page. They likely look at blogs, tweets, videos, and other sources as well. By the time they get to your website, most people have already formed an opinion about you; sometimes they NEVER get to your web site at all! Your competition is becoming more social as we speak, can you afford to do nothing?
Just like walking into someone's home, people must find a very social and friendly atmosphere on your web site. If you have an old-school site with static pages and very little social content, you will likely miss out on many potential customers. These potential "friends" will get up, spill their drink, and take their social presence elsewhere; and no one wants that.
What do you think? Is your website inviting people inside, or pushing them away?
-Jim
