SEO is one of the many concepts in the digital marketing world that a lot of companies have heard of, but few fully understand. Search engine optimization stands out as the most valuable way to grow your business reputation and unlock new opportunities whether you’re a small brand or a growing enterprise. Indeed, experts say that this is a crucial investment for any digital marketing effort. However, there’s a big difference between SEO for smaller organizations and startups, and the strategies you need to invest in for a growing business with hundreds of web pages and keywords to rank for. Today, we’re going to be looking at how things can evolve in your optimization strategy when your business reaches new heights.
Why Optimization is Different for Big Companies
As a bigger enterprise, you’ll have various considerations that aren’t the same as the things you had to deal with when you were running a smaller company. For instance, enterprise brands generally work with markets all over the world and may have hundreds of staff members all contributing to the growth of a business. Alternatively, smaller brands tend to focus more on local sales and working with a handful of specialists and freelancers. Big business SEO is sometimes called enterprise SEO. There are helpful guides on what Enterprise SEO actually means available online, but for the meantime, let’s say it’s about improving the general search engine presence of companies with a larger digital environment.
So, how are big business strategies different? This depends on who you ask. In general, it’s important to remember that larger companies don’t just scale the same strategies as they grow. They also need to think about new campaigns and efforts. For instance, as your enterprise evolves and moves into new geographies, you might open different domains and websites dedicated to different parts of the world. Each website, with its own unique target audience, will need a dedicated SEO strategy, complete with keywords carefully chosen for that target audience.
Understanding the Scale of Big Business Optimization
With a small business, the SEO strategy is usually about developing a well-designed website with all the right features for great local and small-scale ranking. The average small business probably won’t compete with major brands like Amazon and eBay. However, these companies can build a dedicated local following by targeting the right terms or improve the position in the search by focusing on specific niches and target audiences. The good thing about small business SEO is that it often requires a lot less work and investment. Because there are fewer pages and campaigns to worry about, you can probably work with a consultant or freelance team to get your strategy up and running.
When enterprises begin working on their ranking strategy, they’re more likely to work with entire agencies and groups, who help them with forming one part of their strategy at a time. As an enterprise, you might have thousands of pages that you need to audit and optimize on an existing website. You may also need to structure your site differently, with various sub domains and extra pages dedicated to specific marketing strategies. Another point to mention when considering the scale difference between big and small companies on the web, is that while small brands generally can only rank for niche, long-tail keywords that don’t have as much competition, this isn’t always the case with a big business. The larger the company, and the bigger their budget, the more they can focus on highly competitive, short-tail terms.
How is Small and Large Business SEO the Same?
Although there are many significant differences between large and small-scale SEO for businesses, there are some things that remain the same no matter the size of your company. While the scale of your strategy, the number of pages you try to rank with and the keywords you target might change, you’ll still be focusing on:
- Reaching a specific audience: While bigger businesses can target a broader audience, they still need to understand their target market and write content that specifically appeals to this group. Knowing your customer and how they use the web is still crucial.
- Following search engine rules: Just because you have more pages doesn’t mean you can get away with improper SEO practices. If anything, bigger brands will be under more scrutiny from the search engines. Mistakes in the way you try to rank can lead to huge penalties.
- Content creation: Excellent content creation can help any business to grow and achieve better results with their SEO strategy. It’s important to have the right plan in place for how you’re going to expand your reach as either a large or big business.
- Specialist support: If you can’t have dedicated SEO professional in house, then you’ll need to outsource to make sure that you’re driving the right results from your campaigns. Professionals can stay ahead of the latest algorithm changes to help you reach the right goals.