Bigger Isn’t Always Better When it Comes to SEO
Many small business owners feel like if only they had a bigger budget and a bigger team they could really make huge strides with their SEO campaigns. But thousands of businesses are one-man-shows or two-man teams at best, and their SEO “budget” is really whatever funds they can pull together to invest in a custom blog design, a few industry associations, and maybe to sponsor a local event. I’ve spoken with plenty of site owners over the years that think the bigger brands must have it made! All they have to do is throw money at SEO and watch their rank and organic visitor count rise, right?
But not even the biggest brands in the world can guarantee SEO success. Benjamin Spiegel has worked with some of the world’s biggest brands, but he has found that having a big name and a big budget doesn’t always equal big SEO success. Sometimes the bigger the brand is the harder it can be to ensure everything and everyone is working towards the same goals…not to mention the sheer amount of red tape every change has to pass through first!
Fortune companies tend to invest in many additional channels, such as Broadcast, Radio, and Out-of-Home, etc., and they also work with several agencies (creative, technical, PPC, Display, SEO, Social, PR etc.). This can make integrated efforts more challenging, especially when you factor in navigating agency relationships, and all the additional reviews and approvals necessary. For example, with smaller brands, you design a page, you optimize it, you publish it, and then you tweet about it. But in the enterprise world, we would be talking about multiple SOWs, inter-agency meetings, and a ton of legal and finance approvals.
What small business owners have to remember and take to heart is that they can change direction at a moment’s notice when it comes to SEO because the buck stops with them. If they want to get a piece of content out the door because it’s a hot topic they can have it published and promoted in just a few short hours. Meanwhile, the content team over at Enterprise A has to submit their content to their manager, who has to pass it up several food chains for edits. It could be days (or even weeks) before that content gets the final okay from the legal team and by then the “hot news” is old news and Enterprise A missed the boat.
The world of SEO is changing at an ever-rapid pace. Just a few months ago Google updated their Webmaster Guidelines to say that links from press releases had to be nofollow and could not contain anchor text. Small business owners can roll with these changes a lot easier than most large companies can because they don’t have to retain a ton of people on how to approach SEO and they oftentimes personally oversee everything that goes out the door in terms of content and link building so nothing slips through the cracks. Being agile when it comes to your SEO program is a good thing because it gives you the ability to seize opportunities as they come. Larger companies may have a bigger budget but they can also have too many cooks in the kitchen to get things done quickly!
Categorized in: SEO
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