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Wednesday, Nov. 12, 2008 at 11:14 am

Texas Tech Tuesday – Challenge Organizational Traditions / Assumptions

By Jeff Sexton
November 12th, 2008
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When Michael Lewis wrote his article on Coach Leach and the Texas Tech Football program, that program was known as an offensive powerhouse that relied on sheer scoring power to outgun opponents.  Its defense wasn’t mentioned in that article, and one can only guess the omission was intentional.  Just look at their game results against Texas and OSU for 2005-2008:

What you can see is that up to 2007, Texas Tech continually increased it’s offensive scoring, but to mixed results – because Texas and OSU still outscored them.  Texas Tech’s defense was losing these big games.  So immediately following his team’s 2007’s bitter loss to OSU, Coach Leach changed defensive coordinators.

And after that, well, you can see for yourself: Texas Tech is undefeated this season and the major game-changing difference in their match-ups against Texas and OSU wasn’t the ability to score more points, but to hold those other teams’ offenses to significantly fewer goals.

So what does this have to do with Web Optimization?

In tougher times, most companies reinforce their strengths; doing what’s worked well before.  But few are really willing to look at their organizational assumptions and weaknesses head-on.

In terms of web optimization for hard times, it might not be just a matter of improving website performance, it might be a matter of changing the offer.  Or changing the emotional appeal behind the offer.  Or the guarantees and risk-reversals that you’re using.

Roy Williams has addressed this issue over several Monday Morning Memos and I think his analysis and advice has only grown more relevant as the months have passed by:

So what about you and your Website: are you looking beyond what you’ve always done well?  What assumptions are you changing and what competitive weaknesses are you looking to shore up?

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Comments (27)

  1. [...] November 2008 (307)October 2008 (1175)September 2008 (1032)August 2008 (1150)July 2008 (1036)June 2008 (1160)May 2008 (162)April 2008 (78)March 2008 (42)February 2008 (40)January 2008 (42)December 2007 (25)November 2007 (33)October 2007 (44)September 2007 (36)August 2007 (52)July 2007 (32)June 2007 (42)May 2007 (30)April 2007 (27)March 2007 (26)February 2007 (22)January 2007 (22)December 2006 (1)November 2006 (1)October 2006 (9) Click here to view the embedded video. [...]

  2. Here at SEO Expert Inc., we are expanding beyond our roots of promoting ourselves via SEO (search engine optimization) and have recently begun using CPC (cost-per-click) marketing to try and experiment with something new.

  3. Agreed. Testing assumptions is something you have to just start doing.

    I do this naturally, still I get caught off guard every now and again.

    Good to be reminded.

  4. Interesting analogy JS … but like the giant offensive line, you still need other players to score … why not delve into how the WEB needs to be integrated into the COMPANY STRATEGY … not just the marketing plan.

    And expect a nail biter in Norman this Saturday night.

  5. Looking forward to the game this Saturday and in anticipation I’m rereading your stories. To me one of the most insightful comments is about SEO in tough economic times. To change the offer or the emotional appeal. To me emotional appeal is one of the key ingredients for successful conversions.

  6. With your assumption I might have to agree some how because there many other possible ways you can go out of trouble times. It depends on the individual who is planning and managing the campaigns.

  7. SEO friendly sites are necessary for ranking improvement.

  8. Yes, focusing on the positive is always a winner. If 90% of a business is broken and we focus on that 90% it’s doomed to fail. But if we focus on the 10% that’s working, it’s bound to succeed.

  9. Long Term Positioning: Once in place, a well designed and optimized site should stay long term in the rankings compared to PPC where costs and outlay are ongoing and unpredictable.

  10. Continuous evaluation of work is key for making a better strategy for future.

  11. A well defined SEO strategy can really work wonders for a website’s search ranking positions. Many online businesses are still unaware of the benefits of well structured search engine optimization and need to be educated on the subject.

  12. A good SEO strategy always work. People just have patience for results.

  13. If they want to be on top of google quickly, you can suggest PPC but we all know that the benefit is incomparable to organic rankings.

  14. Nice SEO strategy.

  15. It seems every one in Dubai is commenting on this blog, so what the hell :)
    Keep it up guys.

  16. All from Dubai, it is strange.

  17. I will bookmark and continue reading your blog in the future! Thanks alot for the informative post!

  18. Whether it is SEO or SEM, there should alway be a good mix of the 2 strategies.

  19. I would like to thank you for the efforts you have made in writing this article. I am hoping the same best work from you in the future as well. In fact your creative writing abilities has inspired me.Really the blogging is spreading its wings rapidly…

  20. Yap, i agree with you…

    Great technic can make our website more powerful.

  21. It’s a shame now far Leach has fallen. Once he seemed to be developing a program that could be modeled after. Now he just seems a bully.

  22. the powerfull blog can make the earning is grow…

  23. I know the couch is right, but maybe he’s going to far with this one. All the best.

  24. Thank you so much for sharing the video and the post, can i post it on my blog ??

  25. Yes. It’s mostly important for website.

    SEO must be learned by all webmasters that want improvement traffic.

  26. good SEO strategy give us long term result. when visitors knowing our website they will continue visit even we stop promotion. so SEO gives us permanent and long term result.

  27. [...] [...]

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Jeff is a Persuasion Architect, Web copywriter, blogger, and instructor of FutureNow's Persuasive Online Copywriting workshop. Follow Jeff Sexton on twitter

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