5 Ways SEO Helps Marketers Work Smarter with Bigger Brands

If you take the same approach to big brands as all other companies you work with, you are limiting your results.

This is true regardless if you’re working in-house or on the agency side of digital marketing

Larger brands have unique challenges and untapped potential. But you can easily get lost in the red tape and noise that often comes with bigger entities and their marketing dilemmas.

When I’ve worked with enterprise clients over the years, five SEO tactics repeatedly have made things better.

Here are five ways to use SEO and work smarter with the bigger brands.

Why SEO?

SEO is the marketing channel that takes on accountability for websites in their entirety.

This includes a consistent lead role and performance enhancement covering:

• Technical performance
• Content
• Website maintenance & health
• Marketing integration
• Data (integrity, tracking, insights, visualization)
• Total site performance
• Search footprint & coverage

By contrast:

• PPC has dedicated landing pages and a clearly defined page focus to maximize revenue and return on advertising spend (ROAS).
• Social media primarily entails broader external attention and driving buzz, awareness, content longevity plus on-site engagement and interest. (As an aside, here are some great tips for brands to effectively use Twitter.)
• Other specialisms such as user experience (UX) and content strategists have highly targeted goals and KPIs.

These often sit as key parts of the full site delivery but not focussing as much on the total site in a consistent fashion as required.

So on to the five ways SEO helps you work smarter with bigger brands.

1. Setting a Solid Foundation from Which to Build

Perhaps the most overlooked value enhancement that SEO offers in an all-channel marketing approach is the creation of a solid base to grow site success.

Tasks such as 404s, site speed, content reviews, and content gaps, often span specialisms to the detriment of anyone taking ownership and getting them regularly audited and improved.

An SEO expert with their span of expertise can easily become the go-to for all of this and a whole lot more.

As site health, functionality and performance becomes a monthly focus item, and discussed agenda point, it moves away from being nobodies job to everybody’s performance enhancer.

When working with a brand of bigger scale, technical performance and site health problems, escalate fast.

Here is where SEO takes the lead, puts in place improved working practices, and regains control over unwieldy and underloved websites.

Technical performance impacts:

• Rankings
• Usability
• Content digestion
• Social sharing
• Micro and Macro goal completions
• More

2. Creating More Comprehensive Data Ecosystems

The data-driven approach of SEO, combined with the role of the integrated lead, positions SEO perfectly for managing and improving the data ecosystem.

Typically this will include fundamental responsibilities covering:

• Data collection, integrity, and tracking.
• Data visualization and reporting (integrated).
• Automating data-led insights.
• Prioritizing actions and tactical changes from data.
• Expanding the data points, sources and data recombination.

With bigger entities, the data dilemmas are frequently more expansive, repeated and complex, reinforcing the priority and timely application of a data improvement role from SEO.

Initially, the data value coming from SEO can include pulling all the data into a single place, as well as understanding and acting on existing data pain points.

Read more: https://www.searchenginejournal.com/seo-marketers-big-brands/324935/