Believe it or not, a company or firm’s size can affect its SEO strategy.
In an ideal world, every company could market itself effectively using the best branding techniques and state-of-the-art SEO methods. These methods would work seamlessly together in marketing plans to incorporate all aspects of digital marketing and propel businesses forward.
But, this simply isn’t possible when different companies have different staffing requirements, budgets, and limited amounts of time available to dedicate toward marketing efforts.
So, how exactly does your company’s size affect your SEO strategy? And, what sorts of strategies are available to your company, based on its size?
Typical SEO Strategies
Before we talk about how your company’s size impacts your SEO strategy, let’s first discuss the most common SEO strategies available today.
Within SEO, there are three core strategy areas that digital marketers primarily focus on: On-page SEO, Off-page SEO, and Technical SEO.
On-page SEO encompasses the SEO that you focus on within each page of your site – as the name suggests. Essentially, strong on-page SEO helps search engines pinpoint which topics your page content is focusing on, as well as its overall relevance, authority, and trustworthiness. Furthermore, it’s also focused on the user experience that your page aims to provide.
Strategies for on-page SEO include:
- Discovering the best, most accurate target keywords for page content;
- Developing strong content copy, which demonstrates relevance to target keywords, authoritative information and opinions, and trustworthy sources and outbound links for citing research; and
- Effectively optimizing keywords through meta-tags and descriptions.
This area of SEO focuses on helping to promote your website as a whole as well as its credibility in relation to other sites. One of the single most important aspects of off-page SEO is backlinking, or inbound links that lead to your site from other sites.
Broadly speaking, when other websites link back to your site through backlinking, this demonstrates a “vote of confidence” from others online. And, this is highly favorable to search engines.
Off-page SEO focuses not only on how many backlinks your site has from other sites, but also the ranking of those sites, the relevancy of the linking, and the diversity of the linking (e.g., too many of the same types of backlinking can be considered spammy).
Overall, off-page SEO is most concerned with establishing site authority and relevance, based on the keywords attributed to your site.
Strategies for boosting your site’s backlinking – and thereby its off-page SEO – include:
- Guest blogging for credible sites within your industry;
- Utilizing the comment section on authoritative public forums and review sites to backlink;
- Sponsoring local events (and getting listed on the Sponsors page);
- Joining your local chamber of commerce online;
- Creating profiles on well-known directories (AVVO, SuperLawyers, Justia, etc).;
- Co-authoring collaborative posts;
- Sharing links on your social media profiles; and
- Consistently creating valuable and accurate content on your site.
Distinct from on-page SEO (which is primarily focused on content and keywords) and off-page SEO (which focuses on site authority via backlinking), technical SEO deals with the backend of your site to make it more readable for search engines as they “crawl” your site to index information, which in turn affects your site’s ranking.
Obviously, technical SEO is one of the most important pieces of the digital marketing puzzle. If your site’s technical SEO isn’t up to par (i.e., search engines are unable to crawl your site effectively and organize it within the index system), all other SEO efforts are a wash.
Here, the most common strategies include:
- Ensuring your site and its pages have fast loading speeds, which allow them to capture and retain your audience’s attention;
- Making your site mobile-friendly;
- Perfecting the structure, design, and navigation of your site;
- Accurately indexing and providing tags and descriptions for content; and
- Focusing on your site’s overall security, especially if it transmits or stores sensitive data.
How Your Company’s Size Affects SEO Strategy
Now that we’ve discussed the basic areas of most SEO strategy plans, let’s look at how these strategies can be affected by company size.
Several factors influence how your company allocates resources for personnel, business operations and, of course, business development priorities like digital marketing.
Whether or not a company or firm has much time and money to invest in its digital marketing plan will affect just how detailed and thorough these plans will be. And, just as no two companies are exactly the same, no two marketing plans will be identical.
But, in general, here’s how your marketing plan could look, depending on your company’s respective size.
Small companies, whether long-established or just starting out, likely have less resources to spend on marketing than their larger counterparts.
While this isn’t a bad thing – it’s simply reality – a smaller, more centralized marketing plan should follow suit.
For small businesses with limited budgets, it’s obviously better to have some digital marketing plan in place than nothing at all. But, trying to spread extremely limited resources (such as time and money) too thinly isn’t going to propel your branding forward effectively.
Instead, small companies should focus on two or three core parts of SEO strategy, leaving the other aspects at the wayside until more resources open up.
If your small company has a brick and mortar location, a good place to start is with local SEO efforts, since this probably functions as the bread-and-butter of your new business intake.
Aiming to invest in Google AdWords for local promotion is an affordable way to get your company name out fairly quickly. Using AdWords, businesses pay Google for advertising and place “bids” on keywords in the area. This is a solid marketing investment that ensures at least a baseline of online visibility.
Small companies can also work on upping their backlinking game by guest posting or using comment sections on relevant, authoritative sites in their field to promote their site healthily.
A strong content game is also necessary. If content marketing is done in-house, consider the numerous online resources available for providing quality content to readers, and exercise content creation consistently through blogging.
If your small company doesn’t have a brick and mortar office, but rather is operating solely online, then using the above-mentioned tactics paired with an active social media presence can help lay the groundwork for a strong initial branding campaign.
For medium-sized companies that have more resources to play with, there should be a long-term-growth mentality within the SEO strategy.
Strategic, Long-Term Marketing Plan
One of the very first things medium-sized companies can do is develop a short- and long-term marketing plan, then perform an SEO audit to see how the current site stacks up.
As the marketing plan gets underway, it’ll be important to either have a dedicated in-house personnel member work on marketing strategy, social media, editorial calendars, etc., or hire an outsourced firm to handle these operations.
Unlike with small companies, medium-sized companies are more likely to be able to develop a multifaceted marketing plan, which takes more time and resources to execute.
Social Media Branding
In addition to the SEO strategies that we recommend small businesses focus on, medium-sized companies can also start to allocate resources toward brand development on social media, ensuring the user experience is always positive and engaging on those platforms.
Having the most resources by a long shot, large companies are usually the most equipped to dedicate precious time and fiscal resources toward developing a robust digital marketing plan.
Of course, large companies should invest in AdWords, backlinking efforts, and social media development just like their smaller counterparts. But, large companies can also dive deeper into their marketing goals with long-term strategies in mind.
Depending on whether your large company is business-to-business (B2B) or business-to-client (B2C) will affect your client outreach budget:
Particularly for B2C companies, developing an in-depth, long-term marketing plan and taking into account nearly all aspects of technical and on-/off-page SEO, if possible, is the best way of ensuring marketing success and a broadening of your online audience.
Among B2B companies, it’s crucial to prioritize your site’s authority and trustworthiness to build clientele in an already competitive business environment. Here, focusing mostly on off-page SEO can be advantageous for distinguishing your company from your competition.
Broadly speaking, large companies should pay special attention to advancing their technical SEO and upping their content marketing game, since these two areas are debatably the most complex – and most important – areas of digital marketing to focus on over the long-term.
Not Sure How Your Company’s Size Should Influence Your SEO Strategy?
If you’re unsure of whether your company is developing the right digital marketing plan for its size and budget, or if you’re simply not seeing the results you’d like from your SEO strategies, reach out to us today.
At Black Fin, we have a full team of experts ready to assist your company – large or small – with all things web design, social media, content creation, and of course SEO. No matter where you are with your SEO strategies, we’ll evaluate your situation and help get you on track for web marketing success.
If you’re ready to take your SEO strategies to the next level, no matter your company’s size, contact us now.