Many of Sweden's largest companies have a lack of search engine optimization. They get a lot of visits from their brands and direct visitors so they do not have to fight to get the traffic that a brand new company needs. A company operating in a mature industry has established sales channels and often a sales force and has historically not relied on its website but what happens when they face competition from new digital players?
Successful SEO projects in larger companies need to be anchored in the management and they lead to improved ranking on Google and increased traffic. The projects often consist of cross-functional teams and a focus on a data-driven approach.
How does your website work?
Maybe you hire an SEO company today but are dissatisfied with the results. Our experience is that many major brands have never even thought about what words could drive traffic to their website or that they have done an investigation into how their website works and what technical problems it may have.
What parts does the SEO project consist of?
SEO projects and action plan: Each project in search engine optimization is unique and consists of a variety of activities and what is most effective to put resources on depends on the website. SEO is often an ongoing work where a great focus is on reports and prioritizing low-hanging fruit. We always show detailed reports, audits and statistics and analyzes of the work that is done.
The strength of a website varies depending on the brand, links and how the information on the site is built and structured. This means that an SEO project for a well-established brand has a different focus than a newly started and unknown website. In larger companies, companies need to ensure that they have links to product-specific pages and important subpages so that they can increase their sales. They also need to make measurements with and without the brand. For their links, they can process their resellers and contacts that already exist in their natural business environment.
In addition to brand awareness, B2B companies have completely different needs than B2C companies around content marketing. B2B also has a greater focus on reaching the right decision-makers (CEO, marketing manager, purchaser, human resources manager, etc.).
We start by prioritizing different activities
In our SEO projects, we always start by mapping the website's search engine optimization and making priorities around various activities. In a large company that has a larger website, there are already content and editors who write editorial texts. Among the activities we look at is the visibility that the website currently has. How the site is indexed and if you have lost a lot of visitors at some certain times. There may be keywords and pages that have no visibility at all.
Our reports will give you an in-depth analysis of your digital marketing and online presence. We also look at the effectiveness of your external agency or marketing department. It is necessary to be sure of the quality of the SEO work as poor SEO can pose major risks to your business. Our report reveals if you use black-hat techniques or any dubious unethical methods and advice on how to proceed and fix any damage.
If it is a larger organization, it is common to use Trello, Slack or a similar tool and distribute different tasks between ourselves and project participants within the organization. It can be editors, marketing departments or developers in the IT department. The advantage is that the project becomes completely transparent and different departments see what is being done.
Areas in which an SEO project can be divided into:
- Search behavior analysis to focus on customers' search intentions and customer journey
- Optimization of existing articles
- Write new articles based on search volumes and business benefits
- Technical SEO
- If it is a new website then it needs quality assurance especially if you migrates from another site
- Verification and indexing in tools like Bing Webmaster Tool and Google Search Consol
- Competitor Analysis
- Measurement plan and implementation of KPIs and reporting
- Link strategy: Link analysis and link acquisition
- Onpage optimization
Challenges in search engine optimization at larger companies
What does the site look like and how do you want to attract customers. To work with search engine optimization for a larger company, it is necessary to gain a business understanding of what the company or organization's business looks like and where you make money and get customers.
A listed company with a strong brand with many websites has completely different needs than a new company that may not even have any links pointing to it. External links are important and show that you have good content but bad links can even damage your site so it is important to identify the right links and be able to scale up the links that go to the site through quality links with high authority and preferably within the same niche. The links also need to go to the most important pages. Read more about links
Search behaviour analysis
Then it may be time to do a search behavior analysis where we look at the words that you rank on, how well the company ranks and find keywords with larger volumes, which leads to more traffic. read more about search behavior analysis.
Measuring KPIs and comparing your site against competitors is necessary to see how the site works.
read more about KPI:s.
Quality assurance of the website
Larger companies have had their website for several years and they have run on without quality assurance, which means that they break many technical SEO rules. Not infrequently, they have duplicated content from development servers or pages that have been removed. For well-known companies, links are seldom a problem, however, there may be subpages that do not have linking power or pages that simply are not indexed. read more about technical SEO.