SEO for Small, Medium, and Large Business: Procedures, Expectations, and Results
Find Your SEO Evangelist
For a small or medium sized business, it’s important that the key people within the business are on board with SEO and it’s marketing potential. While it’s not necessary to have an “SEO guy” inside the business itself, it is important that everyone is on board with the plan.
SEO for a large organization is different in a couple ways, one of them is the indisputable need for an SEO evangelist to be part of the project. Without this key member apart of the team, the SEO project will be dead in the water and hopelessly forgotten. When there is a dedicated team member championing the cause for SEO and internet marketing, then the project will stay on course and keep its momentum moving forward.
Define the Organizations Pain Point
A small or medium sized business is typically quick enough to preeminently strike their market with SEO and other online marketing methods out of the sheer motivation to just survive.
Large businesses usually only turn to SEO out of necessity. Maybe their competitors are taking the lions share of the business generated online, or perhaps there’s some negative publicity that’s easily found online and needs to be cleaned up.
With search numbers growing year after year, it’s quickly becoming impossible for any organization large or small to ignore these important “buying” keywords and the numbers behind them. If your business isn’t targeting their related non-branded product keywords, then somebody else is and is taking all of the business because of it.
Get Everyone On Board
It’s human nature for key people within the organization to reject what they don’t understand. The best defense against this is to be proactive about sharing knowledge and education about SEO and online marketing in general.
Once key members and staff understand just what SEO is and what kind of goals the organization has regarding online marketing, it then becomes an easy project to support.
However, this can sometimes be an uphill battle because of the technicality behind SEO. It’s a fusion of IT and marketing, because of that its a cross-discipline and a consequence of this is that it can sometimes be considered a difficult subject to cover. It’s a good idea to keep your educational efforts consistent and updated a couple times a year because of how often the industry changes.
Determining Your Baseline
Before you even start making progress with SEO its vital to establish a baseline of where the business (large, medium, or small) currently is.
Answer the following 3 key questions to get a better idea of where you’re at currently:
- What are the current rankings of my top 10 most important non-branded keywords?
- How much non-paid organic traffic does my organization’s website currently receive daily and monthly?
- What is the current rate of conversion for the site (visitors-to-call, visitors-to-buy, etc..)?
Set A Reasonable Timeline
SEO should be considered more as an investment and not a quick return. This core concept can sometimes be difficult for companies to grasp because they’re more accustomed to faster results via paid marketing and advertising.
It’s important to understand that SEO is a powerful weapon in grabbing market share. The more related keywords your customers search and the more you pop up in the search results, the more they’re going to think of and visit your site.
However, “Rome wasn’t built in a day” or so the saying goes. It really takes time to reach that kind of level where you’ve saturated your target keywords with listings you control. Jump into your new SEO project with motivation and excitement for what kind of future results you can expect, but be patient because results do take time depending on how competitive your market is.
When you want to know about implementing an SEO strategy that works, find an expert. This is one of the most important steps but businesses large and small sometimes neglect this. Handing off the SEO responsibilities to someone that isn’t experienced in the field can lead to no results or worse yet, negative results (yes, if someone doesn’t know what they’re doing they can have a negative affect on your site).
Draft A Content and Link Strategy
Having a solid content and link acquisition strategy is one of the key factors in how successful your SEO campaign will be.
Take the time to sit down with the team and brainstorm. Answering questions like these will help flesh out a decent plan:
- What reasons would a visitor choose to come to my site instead of my competitions site?
- What’s the demographic profile of our typical visitor? What kind of content can we create that would appeal to them the most?
- What key relationships can I leverage in my market to distribute content or get links?
- Do we have any connections with key players in our market? If not, who should we be connected with and how can they be reached?
- Do we have a blog? How are we distributing our content?
Set Realistic Goals
As with any plan worth following through on, begin with the end in mind. You’ll need more than just having an idea of what you want SEO to accomplish for the business. Write down statistics that can be measured like % increase in traffic and desired rankings for targeted keywords. Are the goals too ambitious or not ambitious enough? Then back to the drawing board.