Large companies have more employees and more money than smaller companies, so the SEO process should be much simpler, right? Actually, that isn’t always the case. In order for an SEO campaign to be effective, it needs to keep moving. Having lots of ideas is great, but sometimes too many hands in the pot results in slowing down the process. It may even lead to a standstill where nothing is getting accomplished. If you are looking to hire an SEO firm on behalf of a large corporation, here are a few tips to ensure that the strategy is carried out effectively:
1. Appoint One Liaison to the SEO Company
Designate one person to be in charge. Typically, this is someone from the marketing department. Don’t think that you can sign an SEO services contract and then disappear. There needs to be an ongoing dialogue between the SEO company and the client. For consistency purposes and to simplify things, that communication should be between two people. Having a phone conversation with a different person every week or every month means that things often need to be repeated, essentially wasting time. Internally, you can meet with whomever you want regarding SEO matters but when it comes time to actually talk strategy with your SEO provider, it’s best to limit the number of people involved. The SEO provider doesn’t need to have a conference call with 10 people.
2. Know Your USP
If you don’t know what the overall direction of all of your marketing is (not just SEO) and haven’t clearly defined your USP (unique selling proposition), you aren’t ready for SEO. SEO is a strategy that works to build a brand in the search engines and online in general. If that brand isn’t already defined and established, SEO won’t do it for you and won’t fix your problems. SEO should only be one part of your marketing mix. In order for it to be successful, you need to already have a strong marketing foundation.
3. Provide Content
Without content, there is nothing to optimize, and it creates a severely limited SEO campaign. Content such as blog posts, articles, whitepapers, E-books, press releases, videos, and social media posts are integral to the SEO process. Obviously, this all takes time to create. Many large corporations hire in house content writers to handle it. Others outsource the work to trusted agencies. Some let it all fall to the wayside. You don’t want to fall into the last category. All too often businesses don’t fully realize and appreciate the importance of content and an SEO campaign suffers because of it.
4. Implement SEO Changes
The first phase of an SEO campaign is on-site optimization, in which your SEO provider will go through your site page by page and make content recommendations that will enhance your search engine visibility. However, in order for these recommendations to mean anything they need to actually be carried out. The sooner, the better. Sometimes this process gets held up because there is confusion as to who will actually implement the changes. Will it be your in house webmaster, a design firm, or do you want your SEO firm to handle it? It doesn’t matter who does it, but it needs to be handled by one party and the changes need to be implemented carefully and efficiently.