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Overcoming The Biggest Obstacles In Enterprise SEO
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Are you a multinational corporation or a big company that owns a massive online real estate (fancy term for a website with many pages or many websites)? Then you belong to this category. As with other things in marketing, search engine optimization gets trickier as the scale of the project goes up.

No matter how experienced an SEO agency is, working with enterprise businesses is always challenging. As mentioned above, this is primarily because of size of the website/s that is involved. If you’re on the other side of the fence (meaning the client side), it is part of your responsibility to carve out a smooth agency-client partnership to get maximum results.

Easier said than done, correct? However, it is not impossible. There are a few things you can do to make SEO easier for you and the SEO companies you work with.

One Voice, One Liaison

The sales team has something to say. The legal department has something to say. The human resources department has something to say. Of course, you have something to say. An enterprise SEO cannot get anything done if it is receiving different directives from different individuals at different times. It’s a waste of time and when it comes to internet marketing, time wasted is opportunity, and quite possible, profit wasted.

Before you even start a campaign, appoint one liaison between you and your SEO team. The primary duty of this point-person is to consolidate all comments internally before passing it on to the search engine optimization team. It is also vital to identify specific individuals that should be involved in specific deliverables and specific stages of decision making. This is to reduce the approval time. For sure, your legal department does not need to approve every social media update you publish, unless of course you have a strong basis that what you are about to do can have serious legal implications.

Don’t Rest on Your Brand’s Popularity

“Content is King” – how many times you hear SEO companies saying this. Internet marketing, specifically search optimization, is highly content driven. For a CFO who does not really understand these intricacies, it would be easy for him or her to say that your brand is big enough that internet users won’t demand exceptional content from you (but of course, content development needs financing and you would need his or her veto).

This perception cannot get any more incorrect.

Content is just as important to big brands as it is to small businesses. Have an internal buy in to spending resources to develop engaging and creative content. Go beyond articles and venture into videos, images, podcasts, infographics, etc.

Know What to Say and When to Say It

SEO companies can provide the technology and the platform, but you need to provide the messages. You are the brand, there’s no one who knows your company’s messages more than you. Of course, the SEO agency you will hire can help your “word” these messages, but the core should come from your end.

Know what to say. What sets you apart from the competitor? What is your brand passionate about? What value do you add to your market’s life? Messaging is everything.


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