How Smart Marketers Can Leverage the Potential of Big Brands Better With SEO
Many people who dabble with SEO seem to think that SEO will work equally well for big brands and small ones. While there is no disputing that fact the SEO helps raise the online visibility of the business or brand helping it to generate more organic traffic, adopting the same approach to SEO to big brands can limit the results of the exercise. This holds for both digital marketing agencies and in-house SEO. The reason for this to happen is that the bigger brands have unique challenges associated with them and potential that is often untapped. However, it is very easy to lose focus because of the noise that big brands and their marketing issues tend to generate. Some tried and tested SEO tactics that deliver good results for big brands explained.
The Need for SEO
SEO is perhaps the sole marketing channel that takes on the responsibility of brand performance on the websites in its totality. SEO includes taking on a lead role for performance enhancement for aspects that include:
- Data (insights, integrity, tracking, visualization)
- Marketing integration
- Search footprint & coverage
- Technical performance
- Total site performance
- Website maintenance & health
By contrast, PPC is restricted to just a few dedicated landing pages and a more clearly specified page focus for maximizing the generation of revenues and the return on search engine advertising spend. Social media too is somewhat specialized even though it entails external attention on a broader scale for driving awareness, creating a buzz, enhancing the longevity of content, as well as boosting brand engagement. Even content strategists and user experience experts have goals that are highly targeted. However, compared to SEO, they can at best be considered as components of the delivery of the full site without needing to focus on the requirement of the entire site. Some methods of applying SEO for better results for big brands:
Set a Strong Foundation for Site Success
One of the most frequently ignored value enhancements possible by SEO in a multi-channel marketing scenario is the need to establish a solid base on which the site success can be built. Essential tasks such as improving the speed of the site, reviewing content, dealing with 404 errors, as well refreshing content usually cut across several specializations, which can be very difficult for anyone charged with the responsibility of managing them. The best person to handle all these responsibilities is an SEO expert because typically they have the entire span of expertise that enables them to deal with all the issues that can normally arise.When there is a continuous focus of the health of the site, and its functionality and performance that results in them being frequently discussed, it is easy to figure out how they can shift from tasks that nobody is responsible for to something that everyone wants to take charge of to enhance their performance profiles. The technical performance issues, as well as problems regarding the health of the website, can escalate very quickly when working with a big brand, and it is in this context that an SEO expert can take the lead to put in improved work practices and gain control once again over clunky and under-appreciated websites. Among the impacts that SEO can have on technical performance are ranking, content digestion, usability, social sharing, and goal completion on a host of macro and micro objectives. According to https://www.oncrawl.com, Google compares the speed of your site with that of your competitors and rewards you if you are the fastest in the segment after taking into accounts factors like country, network, and device.
Creating Data Ecosystem That Is More Comprehensive
Modern-day SEO is extremely data-driven, which positions the SEO practitioner ideally for managing and enhancing the quality of the data ecosystem when he assumes the position of the integrated lead of improving the website performance. In such a situation, the responsibilities will normally include the collection of data, data tracking, and ensuring its integrity, comprehensive data visualization and generating reports, automating insights that are led by data, allocating priorities and making data-derived tactical changes. In case of dealing with bigger brands, the problems associated with data tend to be more extensive, frequent, and complex, which strengthens the timely application and priority of a role envisaging data improvement from SEO. The value of the data in the initial stages can include creating a single data silo, and understanding as well as taking action on the existing data issues.
Building On the Brand PowerIt is no secret that within every brand is a lot of potential that is yet to be realized, and when the brand is bigger, the opportunity is massively greater. With an effective SEO strategy, big brands can expand the list of subjects that can rank highly due to the brand association and maximize the relevance of the brand to the lifestyles of its target audience. The inclusion of SEO in the marketing mix employed for the marketing of the bigger brands can systematically strengthen the leveraging of the local focus that normally goes untapped. By effectively including SEO, it would enable the establishment of location tracking, formulation of action plans and prioritization of targeting of the audience. It would also report in changes in the data, growth of the brand and approach refinement as well as set up the frameworks and best practices for maximizing the efforts of diverse teams. Marketers can also facilitate remote team control measured by the head office as well as drive ongoing action by sharing the results of SEO and justification of further requirements.
Big brand management is typically undertaken by several smaller teams, which means that very frequently, some of the minor but essential actions tend to be forgotten and over time, these small oversights can accumulate to become a major headache. A prime example of this is broken content or website debugging. The absence of focus on the small issues can lead to inconsistencies of application of the best practices; campaign tracking that is not accurate, the decline of website performance, and lack of ownership. It can be quite easy to make assumptions while working on big brands, which can lead to errors. SEO can take on the responsibility of checking the veracity of the assumptions or question decisions being made with questionable data.