David Cohen   Nov 09 2012   Flag

Phenomenal post, Mike. It's possible the credit union thought they had a good reason for not building a landing page, though. From personal experience it can be a struggle for organizations to see the "why" behind investing resources to build a promo landing page for a single annual event.

Great reminder of how important is for SEOs to sell the "why" and get the buy-in.   

Mike Arnesen   Nov 09 2012   Flag

Definitely David! I'd say that 10-20% of my time is laying out the "why" to my clients. It's a lot of work sometimes, but well worth the effort. Especially when they see the returns! ;-)

Thanks so much for reading. Glad you enjoyed it.

Michael J. Kovis   Nov 09 2012   Flag

While possible they thought this process through, from my experience over the years it is highly unlikely they did or even have any type of concept of the benefits. I do agree, it can be a struggle, but if the importance is explained effectively many come around quickly.

Indeed, this is a phenomenal post. These types of posts are easily classified as "lessons to learn from". Good stuff Mikey.

Jeremy Morgan   Nov 09 2012   Flag

Great article! This was a huge oversight on their part. My guess is the reason they didn't do it was either:

1. They didn't think of it
2. They thought of it but didn't think it would be important or worth the time
3. Someone wished they could do it, but budget or scheduling affected it. 

My guess of course is the first option, but we have no idea what's going on inside the company. It could be something where the web developer was too busy to address it. Either way it's a missed opportunity even if it took a day to build that landing page it would have been a worthy investment.