Corporate SEO Marketing Strategy
Corporate SEO has failed large businesses in the past because SEO specialists applied the same techniques they were using to rank small, local businesses higher on Google.
We realised that in order to deliver successful Corporate SEO services we needed to use a different approach in our marketing strategy.
We understand that large businesses are often accountable to a variety of stakeholders, including shareholders. These stakeholders want to see an increasing profit year on year. Of course small business owners hire SEO specialists because they want greater profits too but they are accountable to far less people – often only to themselves.
“Easy Wins” Are Easy For A Reason
Unsurprisingly, most business owners are more than happy to see graphs showing how much their keywords have improved in the search rankings in the previous month. But while these improvements are a positive thing they are not the be-all and end-all of corporate seo. In fact this marketing strategy misses the point entirely.
If you, as a business owner, and are seeing a lot of these improvements, as well as a corresponding increase in traffic it probably means your SEO team have opted for the “easy wins” – keywords you were already ranking well for anyway. These keywords are often the low hanging fruit that don’t need much effort to move them onto page one of Google.
Other SEO agencies might analyse the keywords your competitors are ranking for, searching for new opportunities (the ‘competitive gap’). The problem with both of these SEO techniques is that they completely ignores how your business works – and how it makes money.
Our Approach To Corporate SEO
Instead of an SEO specialist/agency looking for “easy wins” or the competitive gap based on keywords it’s important to look at the competitive gap based on products and services. There may be some overlap between the two. However there are other approaches you can take as well. For example we might be able to identify a gap in the market where there is an opportunity for the business to introduce a new service or product – or reposition an existing product.
Improved Return On Investment
As mentioned, corporate businesses have a responsibility to their stakeholders to deliver increased profits. So instead of targeting the low hanging fruit, we aim to improve the search engine traffic for the products/services that provide your business with the best return on investment.
Focusing on the products/services that deliver the best ROI is obviously more difficult from a technical point of view. However, our job is to generate more profit for you, not to make life easy for us.
A Collaborative Approach To Corporate SEO Services In Australia
As an Australian company, our workplace culture is similar to that of many of our clients’. We value fairness, transparency, hard work, and ethical business practices. But, at the same time, corporate SEO services in Australia are no different to those in any other modern economy. As mentioned above, our goal is to provide a significant, and growing, Return On Investment.
We believe that it is impossible to deliver the best results for a client unless we take a truly collaborative approach. If an SEO agency turns up at the end of the month with a spreadsheet then disappears until the end of the next month what can they really know about your business?
How can an SEO agency that operates on the periphery of your business know anything about how the business operates – which products have the greatest profit margin, and where new opportunities lie?
If your SEO agency is only interested in seeing part of the picture they won’t be able to formulate an effective marketing strategy.
Corporate SEO As A Strategic Partnership
So far we’ve talked a lot in broad terms about how we work. It is hard to provide specific examples because every business is different in the way it operates, the products and services it offers, as well as plans for the future.
However, one example of a strategic partnership could be a financial services company that is thinking of launching a new product. They might ask us how big the market is; what the competition is like; how their competitors market that product, and what that means for their own marketing strategies.
This example shows how we use our SEO resources to identify data that would otherwise remain hidden. Similarly, we are able to identify threats and new opportunities.
As a strategic partner our job is to play an active role in achieving goals and helping to identify new opportunities. The specific goals and opportunities may depend on the industry, but at the end of the day
The bottom line is growing the bottom line.